THE October Prime Day sale is underway, and we’ve already seen an influx of impressive deals for day one of the sale.
Prime members have access to exclusive deep discounts and unmissable savings across all categories – but how long does Prime Day last?
Join Amazon Prime for FREE and get access to the Prime Day sale
The Prime Big Deal Days sale is the annual October fixture from Amazon.
This year, it runs from midnight on 7 October to midnight on 8 October.
The 48-hour sale provides a bonanza of offers for savvy shoppers to take advantage of ahead of Black Friday and the festive period.
We have already seen Felix cat food multipack slashed to just 21p per pouch and 2kg Cadbury Heroes share boxes reduced to £20 flying off the shelves.
Elsewhere, big-ticket items like this Samsung 50-inch QLED TV are now hundreds of pounds cheaper.
Prime members can expect to see more savings across tech, beauty, home and garden essentials and fashion for day two.
Our Sun Shopping experts will be rounding up the best Amazon Prime Day deals during the event, so make sure to check the guide regularly.
How do I get access to Amazon Prime Day deals?
If you don’t want to miss out on the deals, you’ll need to become a Prime member.
You can sign up for a 30-day free trial, giving you free access to the sale when it launches.
Just remember you’ll need to cancel your membership before the 30-day trial ends to avoid being charged the ongoing £8.99 monthly fee.
When is Amazon Prime Day 2025?
The Prime Big Deal Days sale runs from midnight on 7 October to midnight on 8 October.
While the annual sale has traditionally taken place in July, in 2022, Amazon hosted two Prime Day events in July and October.
Since then, the retailer has continued to hold two major sale events each year, called Prime Day and Prime Big Deal Days.
The last Prime Day event for 2025 took place in July, with savings on everything from Ninja appliances to bulk-buy essentials like cat food and dishwasher tablets.
How long does Prime Day last?
Prime Day is generally a 48-hour event.
The October Big Deal Days sale has always been a two-day affair since it launched.
However, the 2025 July Prime Day event actually ran for four days – for the first time ever.
The extended run meant Prime members had even longer to score savings on thousands of products.
The flash sale nature of Prime Day events means many shoppers are quick to snap up items with the biggest price cuts.
This has resulted in high-demand products selling out in record time.
When does Prime Day 2025 end?
The Big Deal Days sale will run for 48 hours, ending at midnight on 8 October.
This is standard for most Prime Day events; however, in July, Amazon decided to host the annual shopping event over four days instead of two.
In 2025, the retail giant also introduced ‘Today’s Big Deals’, which featured daily themes curated exclusively for members, including limited-time ‘New Deal Drop’ offers that went live at midnight each day.
The autumn event will likely be a teaser of what deals shoppers can expect to see during Black Friday in November.
We recommend keeping a close eye on the Prime Day deals hub on Amazon’s website, which will highlight the best discounts as they go live.
Amazon Prime Day: the 10 best deals
The Amazon Prime Big Deal Days sale kicks off today and runs until midnight tomorrow (Wednesday 8th October) – here’s our pick of the best deals.
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- Amazon Fire TV Stick HD, £19.99 (was £39.99) – buy here
- Poounur Fitness Smartwatch, £23.99 (was £129.99) – buy here
- Ninja 7.6L Foodi Dual Zone Digital Air Fryer, £119 (was £218.99) – buy here
- BaByliss Air Style 1000 £29.99 (was £75) – buy here
- LKOUY Portable Charger, £12.99 (was £59.99) – buy here
- Silentnight
- Remington Shine Therapy 45mm Hair Straightener, £29.99 (was £79.99) – buy here
- Apple iPhone 16e, £494 (was £549) – buy here
- Amazon Fire HD 10 tablet, £69.99 (was £149.99) – buy here
- Felix 40-pack Jelly Wet Cat Food, £9.48 (was £14.77) – buy here
When the sale lands, you’ll find more top bargains here:
- Best UK Prime Day deals
- Best deals on Amazon devices
- Best home and garden deals
- Best Amazon Prime Day beauty deals
Just remember, you’ll need to sign up to Amazon Prime to take advantage of these bargains.
Amazon Prime vs Black Friday: Which is better?
Prime Day deals are exclusive to members[/caption]
Amazon Prime Day and Black Friday are two of the biggest shopping events of the year – but which offers the best bang for your buck?
Prime Day was originally launched in 2015 to celebrate Amazon’s 20th birthday, but has since evolved into an annual mega sale that rivals Black Friday and Cyber Monday for serious bargain hunters.
The last Prime Day sale, which took place in July, was Amazon’s biggest Prime Day event, with shoppers saving billions on deals across more than 35 product categories.
In terms of length, scale, and discount quality, Black Friday is still the reigning deals period of the year.
You’ll find terrific price drops during both sales, and it’s not impossible that some Prime Day offers may well match those you find during Black Friday.
One major difference is that Prime Day deals are exclusive to Prime members, while Black Friday sales are open to everyone.
This means you’ll need an £8.99 monthly subscription (or a free trial) to access the discounts.
A great way to check if the deals are as good as they appear is by using price tracking sites like camelcamelcamel.
Other price comparison sites, such as Idealo, are also helpful and let you compare and track across multiple retailers.
Our Sun Shopping experts recommend keeping an eye on both sales for the best deals.
Join Amazon Prime for FREE and get access to the Prime Day sale
What products are included in the Amazon Prime Day sale?
Amazon’s annual Prime Day event includes discounts across a wide range of categories.
If you’re shopping for beauty bargains, expect savings on beauty tech gadgets like LED face masks and must-have hair styling tools.
Tech fans are also in for a treat, with the retailer typically discounting top-rated items, including Apple AirPods, laptops, TVs, and Amazon devices.
We also see popular products such as smart home devices, vacuum cleaners, trending toys, and coffee machines included in the sale.
What were the best Prime Day deals in July 2025?
Amazon’s last Prime Day event saw millions of impressive price cuts, but some deals stood head and shoulders above the rest.
Here are just a few of our favourite highlights:
Everyday essentials
- Calgon 4-in-1 Washing Machine Cleaner and Water Softener Tablets, £12.99 (was £28) – buy here
- Comfort Pure Sensitive Fabric Conditioner 4.8 L, £6.64 (was £9) – buy here
- Regina Blitz Household Towels 12 Rolls, £16.99 (was £30) – buy here
- Heinz Baked Beans 12x415g, £8.99 (was £16.80) – buy here
- FELIX Tasty Shreds Mixed Selection in Gravy Wet Cat Food 40x80g, £8.96 (was £20.77) – buy here
Tech
- Apple AirPods Pro 2, £179 (was £229) – buy here
- Meta Quest 3S 128 GB, £237.99 (was £289) – buy here
- Amazon Kindle Colorsoft Signature Edition, £184.99 (was £269.99) – buy here
- Echo Dot Newest gen, £29.44 (was £54.99) – buy here
- Toshiba 4K Smart VIDAA TV, £317 (was £429) – buy here
Beauty
- BYOMA Moisturising Gel Cream 50ml, £9.60 (was £12.99) – buy here
- Urban Decay All Nighter Setting Spray, £19.50 (was £29.50) – buy here
- Shark FlexStyle 5-in-1 Air Styler & Hair Dryer, £206.99 (was £279.99) – buy here
- COLOR WOW Dream Coat Supernatural Spray, £16 (was £27) – buy here
- BOSS Man Eau de Toilette for Him, £28.49 (was £72) – buy here
Home & garden
- Ninja Thirsti Water Bottle and Flask 530 ML, £19.99 (was £29.99) – buy here
- JISULIFE Handheld Mini Fan, £15.19 (was £19.99) – buy here
- Intex 6ft x 20in Easy Set Swimming Pool, £17.49 (was £25.89) – buy here
- Ninja Woodfire Electric Outdoor Oven, £279.99 (was £349.99) – buy here
- Kärcher K 2 Horizontal Pressure Washer, £48.99 (was £89.99) – buy here
Toys
- LEGO Botanicals Orchid, £28.49 (was £44.99) – buy here
- LEGO Disney Stitch Building Toy, £32.79 (was £59.99) – buy here
- Fisher-Price Soothe ‘N Snuggle Otter, £23.99 (was £54.99) – buy here
- Gabby’s Dollhouse Sweet Dreams Bedroom with Pillow Cat Figure and Accessories, £7.99 (was £17.99) – buy here
- Hot Wheels Mario Kart Rainbow Road Raceway 8-Foot Track Set, £81.99 (was £134.99) – buy here
Amazon Prime Day dates through the years
Here’s a run-down of the dates that Amazon Prime Day has taken place since its inception in 2015:
- 2015: 15 July
- 2016: 12 July
- 2017: 11-12 July
- 2018: 17-18 July
- 2019: 15-16 July
- 2020: 13-14 October
- 2021: 21-22 June
- 2022: 12-13 July
- 2023: 11-12 July
- 2024: 16-17 July
- 2025: 8-11 July
