For 2025 the retail giant has extended their sales event from two days to four, lasting from 8th to 11th July.
Offers have come from a range of brands including Apple, Bose, De'Longhi, Dyson, Lego, Shark and Sonos, with some of our favourites being £100 off the iPhone 16e and 21% off the Kindle Matcha.
For the best recommendations and handy information, you can always trust RadioTimes.com. Our team has been dabbling in sales periods for years, and we're more than used to sifting the real deals from the duds. If you want to take a look at all the latest Amazon Prime offers we've found, head over to our tech section, or for now, stay on this guide for everything you need to know about Prime Day and when it ends.
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What date is Amazon Prime Day 2025?What time does Amazon Prime Day 2025 end?How long do Amazon Prime Day deals last?Do you need to be an Amazon Prime member to get Prime Day deals?How many times a year is Amazon Prime Day?Best Amazon Prime Day deals we've seen so far in the UKWhat other UK retailers have sales on?Amazon Prime Day vs Black FridayWhat date is Amazon Prime Day 2025?
Amazon Prime Day will end at midnight (23:59) on Friday 11th July. So you've still got a few days left before the deals disappear.
How long do Amazon Prime Day deals last?
Deals will officially end at 23:59 on Friday 11th July. However, sometimes we see the smaller offers hanging around for a few extra days.
The good news is you can sign up at any time over Prime Day, and it takes seconds. Plus, you'll get a 30-day free trial to start you off.
To sign up, simply head over to the Amazon homepage and select 'join Prime'.
How many times a year is Amazon Prime Day?
Technically? Amazon Prime Day comes once a year.
If you want to put it in your calendar: First there's the Spring Deal Days in March, then there’s the current Prime Day in July, followed by a third sale in October – which last year was known as the Amazon Big Deal Days.
After all that, it's still not over, as Black Friday runs across November, followed by the Boxing Day sales in December. So, even if you miss out on this year's sale there's plenty to look forward to.
Best Amazon Prime Day deals we've seen so far in the UK
Apple iPhone 16e | £599 £494 (save £105 or 18%)
Why we chose it: This is not only the lowest this iPhone model has ever cost, but it is also the biggest price drop I have ever seen on an Apple iPhone during a UK sales period. Apple hardly ever lowers its prices throughout the year, so a saving of £100 is, frankly, a miracle.
Buy Apple iPhone 16e for £599 £494 (save £105 or 18%) at Amazon
undefinedGet four months Amazon Music
Why we chose it: Normally, Amazon Music will set you back £10.99 a month, which means you would be saving nearly £44 on millions of songs from your favourite artists.
Get four months' free Amazon Music Unlimited
Apple AirPods Pro 2 Wireless Earbuds | £229 £179 (save £50 or 22%)
Why we chose it: This is a great deal which takes these very expensive earbuds to slightly less expensive!
Buy Apple AirPods Pro 2 Wireless Earbuds for £229 £179 (save £50 or 22%) at Amazon
undefinedNinja Foodi Dual Zone Digital Air Fryer | £218.99 £124.99 (save £94 or 43%)
Why we chose it: This is a huge reduction on a premium air fryer, so make sure you snap it up soon.
Buy Ninja Foodi Dual Zone Digital Air Fryer for £218.99 £124.99 (save £94 or 43%) at Amazon
undefinedRing Battery Video Doorbell and Ring Indoor Camera | £149.98 £54.99 (save £94.99 or 63%)
Why we chose it: At-home security is all the rage, so make sure you don't miss out on this great deal.
Buy Ring Battery Video Doorbell and Ring Indoor Camera for £149.98 £54.99 (save £94.99 or 63%) at Amazon
undefinedWhy we chose it: If you've been meaning to get a few essentials, this is an ideal way of saving on your final bill.
Buy four items and save 5% at Amazon
Kindle Matcha | £94.99 £74.99 (save £20 or 21%)
Why we chose it: If you've been waiting to bag a Kindle for some time, this is your sign to take it. The device hasn't dropped this low in price all year.
Buy Kindle Matcha for £94.99 £74.99 (save £20 or 21%) at Amazon
undefinedUp to 50% off movies and TV on Amazon Prime Video
Why we chose it: This is a great deal if you've been meaning to rent a must-see blockbuster for a while.
Sign up to Amazon Prime Video
Nespresso Vertuo Plus Coffee Pod Machine | £148 £75.99 (save £72.01 or 49%)
Why we chose it: This machine is a perfect easy-to-use choice for coffee lovers and Nespresso often run deals on their pod subcriptions.
Buy Nespresso Vertuo Plus Coffee Pod Machine for £148 £75.99 (save £72.01 or 49%) at Amazon
undefinedeufy Security Video Doorbell | £159.99 £89.99 (save £70 or 44%)
Why we chose it: If you've been waiting to upgrade your security setup, now is the time to do so. Most smart doorbells sit upwards of £100, so this is a great deal to get you going.
Buy eufy Security Video Doorbell for £159.99 £89.99 (save £70 or 44%) at Amazon
undefinedEcho Dot (5th generation) 2-pack and Smart Light Bulb | £129.97 £65.98 (save £63.99 or 49%)
Why we chose it: This is a great package if you've been looking to add a few piece of smart tech to your home.
It's not just Amazon that are offering excellent savings during these four days. Plenty of other UK retailers are lowering their prices in order to compete.
Asda – Summer sale includes deals on women's clothing, outdoor furniture and electricalsBoots – Big Boots summer sale has up to 50% off thousands of items and brandsCurrys – Epic Summer Deals offers up to 40% off fans, TVs, iPads and more Debenhams – Up to 75% off outdoor items, 30% off bedroom and free next day deliveryEE – Get the Nintendo Switch 2 for a payment plan of £22 a monthLEGO – Member-exclusive event offers free gifts and savings to LEGO InsidersNinja – Exclusive savings on Ninja pizza ovens and air fryers, plus 10% off first ordersSelfridges – Designer sale with deals on phones, clothing and shoesVery – Up to £75 off select clothing and styleAmazon Prime Day vs Black Friday: Which shopping event is better for you?
For instance, you may think that Prime Day is the longer of the two; running across four days while Black Friday is just one holiday (this year Friday 28th November). However, in the last decade Black Friday has expanded to encompass pretty much the whole of November, with deals popping up throughout the entire month.
So what's the real difference? Often it's down to the products and what you're after. Unsurprisingly, Amazon Prime Day is best time to scoop up an Amazon-owned product, this year we've seen huge discounts on Amazon Echo's, Amazon Fire Sticks, Kindles, Ring Doorbells, as well as Amazon's streaming services like Prime Video and Amazon Music. It's also been a big one for phones like the iPhone 16e and Google Pixel, as well as kitchen appliances and homeware, like Ninja products.
In contrast, last year's Black Friday spanned everything from fashion and toys to gaming. We saw record-breaking discounts on the PS5 and Meta Quest 3, plus savings on larger goods like fridges and TVs. If that trend continues, then Black Friday will be the perfect time to pick up a new piece of furniture or games console, while Prime Day is the moment to stock up on any day to day tech gadgets or counter-top items you've had your eye on.
Why not also take a look at the best Disney Plus offers and best Paramount Plus offers?
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