Prime Day marks Amazon's biggest sales event of the year with thousands of discounts across laptops, tablets, phones, TVs, wearables and more. While the event originally lasted a day, recent years have seen it grow into a two-day event.

Last year, Prime Day kicked off at midnight, 13 October, and lasted until 14 October. The autumn date was an anomaly, given Amazon usually holds Prime Day in July. However, logistical delays caused by the pandemic forced the e-commerce giant to postpone the event to later in the year.

The change was welcome news for customers looking for discounts ahead of Black Friday and the holiday season. Amazon reports customers saved over US$1.4 billion over the two-day sale.

This however leaves the question open: When is Prime Day 2021? We're keeping up with all the latest Prime Day-related news right here.

When is Amazon Prime Day 2021? 

In its Q1 2021 earnings call, Amazon revealed it will hold Prime Day in June, though the exact date remains unconfirmed. We'll update this article as soon as we know.

This is in line with rumours from earlier this month from Recode (Vox Media), which had spoken with "multiple internal and external sources" at Amazon to gauge a June Prime Day.

Amazon Prime Day usually takes place in July, so it's unclear why Amazon has changed the date to June.

It's possible Amazon may want to counter potential losses as lockdowns begin to ease and more people spend time outdoors or shopping on the high street – options that weren't available last year amid the pandemic. Amazon tripled its profits in the third quarter of 2020 following its October Prime Day, and saw a 37% increase in earnings. If you want figures, that's a net income of US$6.3 Billion, compared to US$2.1 Billion in 2019. That's undoubtedly a high bar to overcome.

What is Amazon Prime Day?

Prime Day is a major sale event hosted by Amazon that offers exclusive discounts to its Prime members. Amazon launched its first Prime Day in the summer of 2015, to celebrate its 20th birthday. Prime Day 2021 will be the company's seventh such event.

Some of the most popular tech categories on Amazon during Prime Day 2019 were video game consoles and headphones, while some of the top-selling products were Amazon's own Echo Show and Echo Show 5, and the Fire 7 tablet. The PlayStation Classic and Oral B electric toothbrushes were also popular purchases.

Customers need to have a Prime membership to access Prime Day promotions or deals. Here's our step-by-step guide on signing up, or go to Amazon now to get its 30-day free trial.

The Amazon Prime service started out as a way to get unlimited next-day delivery, but quickly evolved to include additional benefits such as access to Amazon's Netflix rival service, Prime Video, Twitch gaming, Prime Now and more. Here's everything you need to know about Amazon Prime benefits

Amazon Product Line Up 2020

Prime Day deals we expect

Amazon devices are almost certain

Last year, Amazon kicked off big discounts on its own Echo and Kindle devices (see last year's discounts below). We suspect we'll see similar discounts this year across its Echo, Fire, Kindle, and Blink devices too.

We also expect Amazon will launch extended trials of its services such as Amazon Music HD, which already has an extended 3-month trial right now, and Audible. In March 2021, Amazon had a promotion that included three months of Audible for 99p. We wouldn't be surprised to see this offer return.

Last year's Amazon device deals: 

Expect a big push towards third-party sellers

Prime Day 2020 marked the biggest sales for small and medium businesses on Amazon, which form the bulk of the retailer's third-party sellers – sales surpassed US$3.5 billion over Prime Day last year, a 60% increase from the previous year.

It helps that Amazon held a promotion just before Prime Day 2020, that gave customers who spent £10 on small businesses a £10 credit to spend during Prime Day. We suspect Amazon may have a similar promotion this year.

We expect mega Fitbit and Apple deals

Amazon often has the most competitive Fitbit offers. We've seen it discount new Fitbit models relatively soon after launch, like the £299 Fitbit Sense which had £30 off for Cyber Monday – roughly two months after the product's September launch.

While all of the Amazon Prime Day deals will be available to see here when the day comes, we're constantly curating the very best deals from Amazon and beyond in our best deals section. 

We've also seen some incredibly general discounts on Apple devices from Amazon recently, including up to £100 off the new iPhone 12 mini and £130 off the 4G iPad Air 4, which only launched last year.

Amazon also shaved £106 off the M1 Macbook Pro last December, just a month after the device launched. Now that the M1 is available on the iMac, and iPad Pro devices, it's possible we might see discounts on those too by the time June rolls around. Amazon may also have even deeper discounts on the previous generation iPad Pro. 

Here's where you can buy the new M1 iMacs and M1 iPad Pros

Below are some of the best deals across the internet right now. We'll keep you posted on the best Prime Day 2021 deals below when the day arrives. 

1. Oculus Quest 2 (64GB)

From: Argos on eBay

Was: £299.99

Now: £284.99  (£15 off with code PRICEFIVE)

The newest VR headset from Oculus only released last October. You can buy it now with an excellent £15 discount from Argos on eBay.

2. Samsung Galaxy A52 with Xbox Game Pass Ultimate

From: EE

Now: From £30 upfront, £40 per month  (£130 off Game Pass Ultimate)

Get a year's subscription to Xbox Game Pass Ultimate for free when you buy a Samsung Galaxy S21 5G, Galaxy S20 FE or Galaxy A52.

3. Apple 24in iMac, M1, 8-core CPU, 7-core GPU, 256GB (2021)

From: KRCS

Was: £1,249

Now: £1,186.55  (£62.45 off)

KRCS is already offering money off Apple's 24in iMac. This is the entry-level model that normally costs £1,249 in the UK.

4. Apple iPad Air (2020, 64GB, Wi-Fi + Cellular)

From: Amazon

Was: £709

Now: £569.97  (£139.03 off)

This discount was previously £110 off, but now it's raised to £139.03 on the cellular-equipped Air in silver, which is among the best deals we've seen to date. 

5. Huawei Watch GT 2 Pro

From: Amazon

Was: £299.99

Now: £199  (£100.99 off)

The most premium and powerful member of Huawei's Watch GT 2 series, the GT 2 Pro boasts a refined design, hewn from luxurious materials that include titanium, ceramic and sapphire glass. On Amazon if also currently benefits from over £100 off the RRP.

6. Fitbit Charge 4

From: Amazon

Was: £129.99

Now: £118.99  (£11 off)

Save £11 on the Fitbit Charge 4 fitness tracker. Get it for 50p more from Very and Carphone Warehouse if Amazon's stock sells out.  See our full review of the Charge 4.

7. Lenovo IdeaPad Flex 5i Chromebook + JBL headphones

From: Currys PC World

Was: £549

Now: £379  (£170 off + free JBL headphones with FREEJBLCHROME)

This capable Chromebook is now down to just £379, with the JBL Tune 600BTNC noise-canceling headphones (worth £90) thrown in at no extra cost.

Read our IdeaPad Flex 5 review to find out how we got on with the Windows 10 version.

8. OnePlus 9 Pro with unlimited data and free Fitbit Versa 3

From: Three

Now: £29 upfront, £57 per month

Three's Big Tech Giveaway includes a free Fitbit Versa 3 with the OnePlus 9 Pro

9. Smarty 3GB data SIM-Only

From: Smarty

Now: £5 per month  (Usually 500Mb)

Bag 3GB of data per month for the price of 500Mb from Smarty. If you're after more data, you can see all its plans here. You can cancel anytime.

10. Samsung Galaxy A52 5G with free Galaxy Buds

From: Amazon

Was: £399

Now: £389  (£10 off)

You can save £10 on the brand new Samsung Galaxy A52 5G from Amazon right now. We're looking at the best Galaxy A52 offers here.

11. Apple Watch Series 6 (GPS, 40mm)

From: Amazon

Was: £379

Now: £349  (£30 off)

You can now save £30 on the 40mm Apple Watch 6 (GPS) in all colours.

12. Fitbit Versa 3

From: Amazon

Was: £199.99

Now: £169  (£30.99 off)

Save over £30 on the new Fitbit Versa 3 from Amazon. If it sells out, John Lewis also has the same price.

13. Apple iPhone 12 mini (64GB) - Purple

From: Amazon

Was: £699

Now: £624  (£75 off)

The new purple variant of the iPhone 12 mini has £75 off from Amazon. See the best iPhone 12 deals here.

14. Amazon Music Unlimited HD

From: Amazon

Was: £14.99 per month

Now: 3 months free for new customers  (£44.97 off)

Get three months of Amazon Music Unlimited for free. This offer is available to new customers only.

15. Headspace Annual Subscription

From: Headspace

Was: £49.99

Now: £34.99  (30% off)

Sign up now save on the ever-popular meditation app, Headspace.

16. OnePlus Nord N10 5G (6GB RAM/128GB storage)

From: OnePlus

Was: £329

Now: £249  (£100 off with free Bullets Wireless Z earphones)

The affordable Nord N10 with 5G connectivity is now £100 cheaper as a part of OnePlus's One for All sale.

17. OnePlus 8T (8GB RAM, 128GB)

From: OnePlus

Was: £549

Now: £449  (£100 off)

With the OnePlus 9 now available, you can save £100 on last year's OnePlus 8T and £150 on the 12GB/256GB option. See the best OnePlus 8T deals right here.

18. HP Pavilion 14 (Core i5, 8GB RAM, 256GB storage)

From: HP Store

Was: £649

Now: £599  (£50 off)

Pick up the HP Pavilion 14 with 8GB RAM and 256GB storage with a nice £50 discount from HP's Spring Sale.

19. Sky TV Signature package + Netflix

From: Sky

Was: £36 per month

Now: £25 per month  (£11 off monthly)

Sign up for the Sky TV and Netflix Add-On bundle to save you from paying for the streaming service separately. See our full coverage here

20. Apple iPhone 12 (64GB)

From: Amazon

Was: £799

Now: £708  (£90 off)

Amazon now has the lowest price for the iPhone 12 (64GB) with £90 off.

You might also find the following deals round-ups useful in the run-up to Prime Day and beyond:

Prime Day rivals from across the web

As Amazon Prime Day grows, the company's competitors have begun joining in with the fun. Keep an eye on the following retailers for deals to rival Amazon's when Prime Day arrives:

See more detail about each of the Prime Day alternatives in the UK in our Prime Day rivals round-up.

Amazon Prime

How to get Amazon Prime

As mentioned, the catch to Prime Day is you need to be an Amazon Prime customer to access the deals.

Remember Amazon also offers a 30-day free trial of Amazon Prime, and even free trial Prime members can get Amazon Prime Day deals. You can sign up to the Amazon Prime free trial here.

Here's how you can get Prime for free via Vodafone. You can find out more about Amazon Prime and the huge number of features it offers in our complete guide to Amazon Prime.

Be sure to cancel your subscription before your free trial ends to avoid being charged, unless of course you find yourself enjoying it! Find out more about how to cancel your subscription properly here.

If you've previously had a free trial of Amazon Prime, you might be surprised to hear that you can do so again if it has been more than a year since your last trial.

Amazon Prime Day quick tips

  • Make sure your payment and shipping information is up to date now to be ready to make quick purchases on the day.
  • Consider turning on Amazon's 1-click purchase option.
  • Use the Watch this Deal button on upcoming deals you see on Amazon's website, to make sure you don't miss them.
  • Join the Waitlist for products that say 100% claimed, because people often change their minds and don't buy. You'll get a notification to alert you if more become available.

Why was Amazon Prime Day delayed in 2020?

Amazon's Prime Day historically takes place in July, but 2020 brought with it some huge challenges, so Amazon decided to push back the deals event in order to keep its staff and customers safe.

“This year we’ll be holding Prime Day later than usual while ensuring the safety of our employees and supporting our customers and selling partners,” an Amazon spokesperson told The Verge. “Members all around the world will experience Prime Day later this year.”