Prime Day kicked off today, 13 October, and will last until tomorrow, midnight. The event has produced some of the most competitive pricing we've seen all year, with hundreds of pounds sliced off top-tier devices like the Apple iPad Air 3, OnePlus 8 phones, Microsoft's Surface range laptops and tablets, Samsung's Galaxy S7 range, and more (see these deals and other excellent offers in our Prime Day deals guide).

Of course, to pick up a Prime Day discount, you'll need a Prime membership. If you don't have one you can sign up for a 30-day free trial, otherwise, the service costs £7.99 per month, or £59 per year.

If you don't want to commit to a subscription, or can't stand the idea of making Jeff Bezos any richer, the good news is there are loads of other retailers also participating in massive Autumn sales.

Think of it as Black Friday season come early (which is exactly what it is, as prices are unlikely to go lower).

This year, Amazon made a push to support small businesses, which make up the majority of its third party and marketplace sellers. If you wish to shop from small businesses elsewhere, check out marketplaces like Etsy, which also has a dedicated page for Black-owned businesses.

We're looking at all retailers rivaling Amazon's sale right now:

1. Currys PC World

Every year Currys holds it Black Tag event in time for Black Friday. This year it's holding an Epic Deals event, with discounts across TVs, headphones, laptops, smart tech, phones and more.

Unlike Amazon's two-day flash sale, we expect Curry's offers will last weeks, as the retailer is positioning the event as its pre-Christmas sale.

Currys PC World

2. Carphone Warehouse

If you want to pick up a top deal on a phone, check out Carphone Warehouse's Big Clearance Deals. The phone deals aggregator has multiple offers now, including 9x the data on the iPhone SE, a £50 Currys gift card with Moto G 5G Plus purchases, and £290 off the Galaxy S20 – and that's just to name a few.

3. Dell

Dell kicked off its Semi-Annual Sale where you can save 12% with code FLASH12 and 14% with code FLASH14. These discounts apply to some of the most impressive laptops available on the market, including the Dell XPS 15 which has £329 off.

4. John Lewis

While some might say John Lewis might turn its nose up to flashy discounts and sales, it's definitely not afraid to join in on Autumn discounts. Right now it's offering a £100 e-gift card when you buy select electricals until 2 November. This offer applies to new and existing My John Lewis members, which unlike Prime is free to join. 

John Lewis

5. Laptops Direct 

"No Prime. No Problem" goes the slogan for Laptops Direct's flash sale. The retailer has discounts across laptops, gaming laptops, TVs, tablets, phones, smart home, and a huge range of other electronics. You can also get free next-day delivery on qualified items with code LDFND.

6. Microsoft

For discounts on Xbox, Surface, and even Samsung phones, head to Microsoft, which has recently launched a series of discounts. A hero deal offers FIFA 21 with the Xbox One S 1TB console for £249.99.

7. Very

It's tech deals galore over at Very, which has discounts on top brands like Samsung, Asus, LG and Sony. We often find Very's prices are slightly higher than Amazon's, so it's worth comparing before you make the purchase.


We're keeping track of the best deals on Amazon and beyond in our dedicated deals hub. For deals on specific types of devices see our best deals round ups: