So far, we’ve seen thousands of deals popping up from a host of categories from fashion, beauty and personal care to electronics, garden, and home entertainment.
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.
New to 2025, Amazon has also introduced Today’s Big Deals, featuring daily themes picked exclusively for Prime members and limited-time ‘New Deal Drop’ deals launching at midnight every day throughout the shopping event.
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?
Amazon is really playing fast and loose with the definition of ‘day’, as this year Prime Day spans four days from Tuesday 8th to Friday 11th July.
What time does Amazon Prime Day 2025 end?
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?
This year Amazon Prime Day lasts four days — the longest ever.
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.
Do you need to be an Amazon Prime member to get Prime Day deals?
Yes. To take advantage of Amazon’s Prime Day offers, you need to be signed up to an Amazon Prime account.
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.
After that, it’s £8.99 a month and you get a ton of worthwhile perks like Amazon Video, Amazon Music, Prime Reading, and of course, same and next-day delivery.
To sign up, simply head over to the Amazon homepage and select ‘join Prime’.
Start your Amazon Prime 30-day free trial
How many times a year is Amazon Prime Day?
Technically? Amazon Prime Day comes once a year.
But if we’re being completely honest, there are two other near-identical sales periods for Amazon Prime members that run throughout the 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%)
What’s the deal: Apple has knocked £100 off the iPhone 16e, taking it down to £494.
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
Get four months Amazon Music
What’s the deal: The retail giant is offering four months of Amazon Music Unlimited for absolutely free, or three months if you’re not an Amazon Prime member.
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%)
What’s the deal: The AirPods Pro 2 Wireless Earbuds are on sale for £50 off, taking the price down to £179.
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
Ninja Foodi Dual Zone Digital Air Fryer | £218.99 £124.99 (save £94 or 43%)
What’s the deal: This Ninja Dual Basket Air Fryer is on sale for a whopping £94 off, taking the price down to £124.99.
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
Ring Battery Video Doorbell and Ring Indoor Camera | £149.98 £54.99 (save £94.99 or 63%)
What’s the deal: This Ring bundle includes the standard doorbell camera plus an additional indoor camera. Normally this would amount to £149, but now you can get it for £54.99, saving you a whopping £94.
Why we chose it: At-home security is all the rage, so make sure you don’t miss out on this great deal.
Buy four items and save 5%
What’s the deal: Amazon is offering an early promotion on select products where you can buy four items and save 5% overall. Products range on everything from LEGO sets to cleaning items to cat food.
Why 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%)
What’s the deal: The classic Kindle is now available for £74.99, down from £94.99. This is for the device in original black and matcha green.
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
Up to 50% off movies and TV on Amazon Prime Video
What’s the deal: You can get up to 50% off movies and TV shows on Amazon Prime Video this Prime Day, plus some films have been lowered to just £1.99.
Why we chose it: This is a great deal if you’ve been meaning to rent a must-see blockbuster for a while.
Nespresso Vertuo Plus Coffee Pod Machine | £148 £75.99 (save £72.01 or 49%)
What’s the deal: This viral Nespresso coffee machine is now 50% off. You can get the pod coffee maker for £75.99, down from £148.
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
eufy Security Video Doorbell | £159.99 £89.99 (save £70 or 44%)
What’s the deal: This eufy ring doorbell is on sale for £89.99, down from £159.99.
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
Echo Dot (5th generation) 2-pack and Smart Light Bulb | £129.97 £65.98 (save £63.99 or 49%)
What’s the deal: If you’ve been wanting an Amazon Echo Dot, why not get two? This package features two of the Alexa devices, plus a smart lightbulb which you can control through the speaker.
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.
What other UK retailers have sales on?
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 electricals
- Boots – Big Boots summer sale has up to 50% off thousands of items and brands
- Currys – 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 delivery
- EE – Get the Nintendo Switch 2 for a payment plan of £22 a month
- LEGO – Member-exclusive event offers free gifts and savings to LEGO Insiders
- Ninja – Exclusive savings on Ninja pizza ovens and air fryers, plus 10% off first orders
- Selfridges – Designer sale with deals on phones, clothing and shoes
- Very – Up to £75 off select clothing and style
Now for the big question: Prime Day vs Black Friday – which is better? As usual, the answer is not as simple as it seems.
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.
Similarly, it’s easy to say that Black Friday is across all retailers while Prime Day is an Amazon-only occasion, but this would be forgetting that most other UK shops lower their prices too at this time to compete with Amazon.
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?
