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Amazon Prime Day 2026: what to expect
Yasmine specialises in shopping advice and finding the best deals during sales events like Black Friday, helping readers get great value for their money.
Amazon Prime Big Deal Days - the second Amazon Prime event this year - takes place in the autumn, seeing discounts on thousands of bestselling products.
The event gives Amazon Prime members exclusive access to deals on everything from Electronics, Kitchen appliances, Home & garden, Baby products and Health & personal care.
We're yet to find out when the next sale is taking place, but it's expected to land some time in October. Before it does, we'll be rounding up the best deals that are worth adding to your shopping list, including everything from air fryers to toilet roll.
In the meantime, here's everything you need to know ahead of the event.
Why you can trust Which? this Amazon Prime Day
- We don’t accept freebies. Unlike most publishers, we don’t take products from PRs or manufacturers. We maintain our independence by paying for everything we test.
- We only recommend good products. We've rigorously tested everything on this page, whether that means using a robotic arm on a mobile phone until the battery goes flat or rolling a barrel thousands of times over a mattress. We don't promote deals on products we know are poor.
- We track prices. We tell you a product's average price in the past six months and the lowest price, so you can see if a discount is as good as it seems. We also flag if it’s the lowest price we’ve ever seen on Amazon.
Our extensive Amazon Prime Day coverage is produced by a group of consumer experts, working across deal analysis, price tracking and product testing.
- Faith Strickland, senior consumer editor – over a 10-year journalism career spanning The Times and Condé Nast, Faith has worked on deals at Which? for four years. She manages a stellar team to ensure only the best deals make it into our pages.
- Tom Morgan, senior consumer writer – with more than a decade of experience at Which?, Tom has manually sifted through thousands of Amazon deals to find genuine bargains. He uses specialist pricing tools to spot products at historically low prices.
- Yasmine Crossland, senior consumer writer – Having spent seven years covering consumer products for Good Housekeeping, Good Food and T3, Yasmine now helps Which? readers find discounted Best Buys without paying over the odds.
- Natalie Turner, consumer writer – Natalie is a natural at hunting down great deals, having spent nearly five years scouring seasonal sales events such as Black Friday and Amazon Prime Days to find you the best savings.
- Lars Stannard, consumer writer – Which?'s very own 'bargain bloodhound', Lars has been sniffing out great deals for over four years now. He cuts through the hype, collates advice and keeps detailed records so you can get the best for less.
What is Amazon Prime Day?
Amazon Prime Day is an exclusive sale that's only open to Amazon Prime members. It tends to take place several times a year.
See the results of our in-depth Amazon Prime sale pricing investigation: Are the Amazon Prime Day deals any good?
When is Amazon Prime Day?
Amazon usually holds two Prime Day sales each year, one in the summer and one in the autumn.
The online retailer held its summer Prime Day a few weeks earlier than usual in June 2026. We're yet to hear anything about when its autumn sale will take place.
Here's a look at when Amazon launched its previous Prime Day sales:
- 2026: 23-26 June
- 2025: 11-14 July, 7-8 October
- 2024: 16-17 July, 8-9 October
- 2023: 11-12 July, 10-11 October
- 2022: 12-13 July, 11-12 October
See advice about how to shop the event, from the Which? Deals editor, including seven things they would never do during a sale.
Most popular Amazon Prime Day deals from October 2025
Ninja Foodi MAX Dual Zone AF400UK
Average price in the past six months: £240
Cheapest price in the past six months: £165
- Basket type air fryer
- Two 4.75-litre drawers
- Weighs 9kg
We like: It’s easy to clean
We don’t like: Uses more energy than others
This model is larger than the Ninja AF300UK, which can hold 7.6 litres in total. Ninja says that you can feed around eight people when this air fryer is completely full.
It has six functions: air fry, max crisp (for frozen food), roast, bake, dehydrate and reheat. There’s a useful sync function that ensures the food in both drawers is ready to serve up at the same time.
The image above is of the original black Ninja Foodi MAX Dual Zone we tested. The version on offer was an Amazon-exclusive limited-edition copper and black version.
See our Ninja Foodi MAX Dual Zone AF400UK review.
Anker Nano Power Bank
Average price in the past six months: £25.51
Cheapest price in the past six months: £15.99
- 5,000mAh capacity
- 3.7 x 2.5 x 7.7cm (HxWxL)
- 101g
We like: Built-in cable
We don’t like: Not compatible with non-USB-C charging phones
This super portable power bank is designed to conveniently clip onto the bottom of your phone using a folding USB-C input, so you don’t have to deal with tangled wires in the bottom of your bag.
It’s available in five different colours – black, blue, green, pink and yellow.
Read our Anker Nano Power Bank review.
Apple iPhone 16e
Average price in the past six months: £565
Cheapest price in the past six months: £438
- iOS
- 5G
- 128GB memory
We like: Good call quality
We don’t like: A step up in price from the iPhone SE
This was the first iPhone to launch with Apple Intelligence. It has a 6.1-inch Super Retina XDR OLED display with 2,532 x 1,170 resolution and a USB-C headphone socket.
It’s available in black or white, and during last year's sale, you could buy it for less than £500.
Read our iPhone 16e review.
Fairy Platinum Plus Dishwasher Tablets
Average price in the past six months: £13
Cheapest price in the past six months: £12
- Liquid and powder capsules
- Uses ‘anti-dull technology’
We like: Lemon-scented
We don’t like: Made using substances not considered to be readily biodegradable
These Fairy tablets are designed to tackle stubborn food stains.
To help you decide whether to buy them or not, we’ve tested them on how well they prevent filming and cloudiness, plus their cleaning power when dealing with tea stains, milk and grease.
Read our Fairy Platinum Plus Deep Clean review.
Echo Show 8
Average price in the past six months: £152
Cheapest price in the past six months: £149
- 8-inch display
- Wi-fi and Bluetooth connectivity
- 13Mp camera
We like: Alexa voice control
We don’t like: Chunky device
The third generation of Amazon’s smart display has a familiar wedge-shaped design and is a little larger than the previous version. On the top of the device, you’ll spot a mechanical privacy shutter for the camera, plus buttons to mute the microphone or adjust the volume.
You can tune into the radio, listen to music streaming services or audiobooks (these may require subscriptions), ask for weather updates, connect smart home devices and more.
Read our Amazon Echo Show 8 (3rd Gen) review.
Is Prime Day only for Amazon Prime members?
Yes, only Amazon Prime members get access to the Amazon Prime Day discounts. This includes Amazon Prime monthly and annual members, free trial members, and Amazon Student and Amazon Household members.
Not a Prime member? Visit our monthly deals pages for the latest offers from other retailers.
- Best laptop deals
- Best TV deals
- Best mattress deals
- Best broadband deals
- Best mobile phone and SIM-only deals
- Best iPhone deals
- Best fridge freezer deals
- Best washing machine deals
- Best dehumidifier deals
- Best vacuum cleaner deals
- Best iPad and tablet deals
Planning on becoming a member? Here's how to get Amazon Prime for free.
When is Black Friday? Find out when retailers start their discounts
How much is Amazon Prime?
Amazon Prime membership costs £8.99 per month, or £95 per year. If you pay annually, you save just over £12 per year.
Students can get an Amazon Prime membership for six months free and then for 50% less, paying £4.49 per month. That's a total of £26.94 a year, meaning the monthly payment plan is the best option. If students pay annually, it costs £47.49 per year, saving just over £6. With a subscription, you get access to Prime Video, plus unlimited premium delivery, among other things.
Read our Amazon Prime Video review to see what we think of the content quality and value for money
Get a free trial for Amazon Prime Day
If you time it well, you can sign up for 30 days of Amazon Prime for free once the Prime Day sales begin, and then cancel for free before you get charged. If you don't cancel within the 30 days, you'll automatically be switched to a regular Amazon Prime membership and charged £8.99 a month. The trial gets you access to Prime Video, Amazon Music, Amazon Photos and more.
To cancel your membership before the trial expires, you'll need to visit the Amazon Prime membership page, choose Manage membership and select End membership.
Find out more about how to get Audible for free.
How to return Amazon purchases
If you buy a product on Amazon Prime Day and it arrives on your doorstep damaged, the retailer is fully responsible.
Under the Consumer Rights Act, your purchase needs to be of satisfactory quality (not faulty or damaged), fit for purpose and as described. If your Prime Day product doesn't meet one of these requirements, the retailer (not the manufacturer) is in breach of the Consumer Rights Act.
Amazon will refund the cost of sending an item back if it was sold or dispatched by Amazon. If the item you bought isn't eligible for a free return, and you’re using a pre-paid return label, Amazon will deduct the cost of the return from your refund.
You can return your item within 30 days even if it isn't faulty or damaged.
For expert advice on returning goods you've bought online, see our in-depth guide to returns and refunds
How to recycle your old tech
If you're looking to replace older technology by shopping in the Prime Day sale, make sure you dispose of your outdated items in a responsible way.
You have a few options if you want to offload your unwanted electronics. Kerbside collection is suitable for small electrical items – in many cases, your local council will collect smaller items such as toasters and kettles. Alternatively, you can drop items at a local recycling centre.
For more details on how to get rid of your unused gadgets, check our advice on how to recycle electrical items