Amazon Prime Day 2021 arrives next month. It will be the first time Amazon's marquee sales event will take place in June. The event usually happens in July, though last year it was postponed to October. A specific date has not yet been announced, but interest is already gearing up.

Prime Day offers thousands of exclusive discounts site-wide for up to two days to Prime members. The service costs £7.99/US$12.99 per month (or £79/$119 for the year).

Over the years, Prime Day has made a reputation for itself for offering the best discounts on a wide variety of products, including all the tech we love such as smartphones, laptops, smartwatches, audio, gaming consoles, and more. But is it truly worth the hype?

We're answering your top questions ahead of Prime Day 2021, plus pointing out a few things to keep in mind if you're wondering whether Prime Day is worth it.

Will Prime Day 2021 be worth it? Will you actually save money?

Prime Day offers discounts on hundreds of thousands of products. Will all of them appeal to you? Certainly not (we're still wondering who thought this automatic light for your toilet was a good idea). And sometimes Amazon's Prime Day discounts may only be marginally deeper than the prices before the sale, but there are a couple of reasons why Prime Day 2021 might be better than past events.

Last year, Amazon topped 200 million paid members, globally, which means this year Amazon has more customers than ever to impress.

The spike in membership sign-ups isn't entirely surprising, given the sudden worldwide reliance on online shopping and next-day delivery through the height of the pandemic. Now as lockdowns ease and more people flock outdoors to catch up with long-separated family and friends the pressure for Amazon to keep customers interested will only mount.

Amazon Prime Day delivery

Is Prime Day the best place for discounts? 

Amazon may have once been the go-to destination for the lowest price – the company was famously unprofitable for decades by choice, by focusing on long-term growth over short-term profit. The strategy helped the brand cement itself in the public consciousness as the obvious place for the lowest price. But that may no longer be the case.

While we expect all sorts of discounts on Prime Day, other retailers will also be competing for customer attention – the same retailers who also benefited from an uptick in online shopping through the pandemic. The. Competition. Is. On.

In the past couple of years, Currys PC World has price-matched Amazon on more occasions than we can count. Currys often does promotions with free next-day delivery (usually with code FREENEXTDAYDELIVERY), which effectively gets you Amazon Prime's main benefit, but without the additional cost of a membership.

A Prime membership gets you lots of other benefits year-round of course such as Prime Video, Prime Music, Prime Reading – but if free delivery is your main deciding factor for shopping from Amazon, be sure to consult other options as well.

While Amazon offers competitive pricing all year round, especially on Fibit, we've seen other retailers outdo Amazon of late. AO and KRCS have both outdone Amazon on iPad deals in the past. In fact, KRCS slashed up to £43 off the new iPad Pro with M1 before the device even launched. Amazon followed up with up to £59 off the M1 iPad Pros closer to the 21 May release date.

It's also worth noting, a June Prime Day means Amazon will also have to compete with high-street retailers who have now opened doors to customers. This is why we think this summer will produce some of the biggest sales of the year.

How to know if Prime Day has the best price

Tracking, tracking, and tracking.

Amazon is notorious for changing prices around. This is no different on Prime Day, when stocks can run out or change frequently. A price you see on a popular device in the morning might be entirely different in the afternoon. You might also see prices go up immediately before Prime Day only to see it drop back to the usual price during the sale, to make the discount appear more dramatic than it is. And as we mentioned before, you might see a price drop but only by a few pounds compared to the usual or average discounts.

So while you can expect a great breadth of deals on Prime Day, to truly know whether you're getting the best price will require a bit of leg work.

Thankfully, there are tools to help. CamelCamelCamel, for example, lets you look up pricing history on any Amazon product simply by plugging in the URL. The site shows you the current, highest, and lowest price on a vast database of products. Make a note of these so you know which price to beat when Prime Day begins.

Looking at the Galaxy S21 5G for example, CamelCamelCamel reveals the lowest price on the 128GB configuration was £619.99 in early May 2021. Will Prime Day prices outdo this lower limit?


The Keepa browser plugin is another useful tool that lets you see price history directly on the product page on Amazon. You can see it in action in the image below for pricing history on the Oral-B iO7 electric toothbrush. You can also use it to sign up for alerts when a product drops below a certain price.

Keep Price history comparison

Don't forget: we will be doing this groundwork for you to track the best Prime Day deals around when the time comes. We're constantly tracking the best prices and offers in our year-round deals coverage. You can also see the best deals of the month in our dedicated deals round-ups, all of which will focus on Prime Day offers when it rolls around:

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