Amazon Prime Day 2025 ran from 8 July to 11 July in the UK, expanding to four days for the first time ever.
Prime Day 2025 was Amazon's biggest Prime Day event ever with customers saving billions on deals across more than 35 product categories, more savings than any previous Prime Day event. This year’s Prime Day event was bigger than any previous four-day period that included a Prime Day event, with record sales and more items sold during the four days. Members saved big on best-selling brands like Garnier, Oatly, and WaterWipes.
Prime members shopped deals across categories including electronics, beauty, and household essentials, and on some of the best-selling, trending products like COLOUR WOW Dream Coat Supernatural Spray, and Garnier Micellar Cleansing Water, plus shoppers in the UK picked up products to help in the heatwave including Honeywell TurboForce Power Fan, Jungle Formula Maximum Strength Insect Repellent, and Nivea Sun Protect Sun Mist. Prime members purchased millions of Alexa-enabled devices, and the Ring Battery Doorbell and Fire TV Stick HD were two of the event’s best-selling items.
What's new for Prime Day 2025 in the UK?
New for Prime Day 2025, Amazon introduced 'Today’s Big Deals', featuring daily themes curated exclusively for Prime members, including limited-time ‘New Deal Drop’ deals launching at midnight every day throughout Prime Day.
Are Prime Day deals only available to Prime members?
Yes. Only Prime members can enjoy exclusive deals during Prime Day 2025, so join now so you don’t miss out! In the UK, anyone can join Prime for £8.99 per month or £95.00 per year, and if eligible you can sign up for a 30-day free trial.
Students and young adults aged 18-22 can get 50% off Prime in the UK (£4.49 per month or £47.49 per year), with a 6-month trial at no cost.
Discover all the benefits available with your Prime membership.
How shoppers made the most of Prime Day 2025
Some of the ways that members could prepare for Prime Day and make the most out of the event included:
- Ask Rufus, Amazon's AI shopping assistant, questions about Prime Day and receive tailored deal recommendations.
- Discover the right deal with personalised deal recommendations including “recommended deals for you”, “deals related to your lists”, “4+ star deals for you”, and “deals related to items in your cart.”
- For some of the best savings, keep an eye out for limited-time Lightning Deals, which offer some of the most exciting discounts and can be found throughout the Prime Day event.
- Make life easier with fast, free delivery on millions of items included with a Prime membership and choose the delivery option that best suits your needs during Prime Day. Prime members receive unlimited fast, free One-Day Delivery on millions of items across all categories, with Same-Day Delivery available on over a million items in more than 80 towns and cities across the UK (minimum order values apply). You can also select free delivery to Amazon Lockers or Counters, or choose a delivery day preference with Amazon Day.
Find out more about the latest news at Amazon.
