Prime is savings, convenience, and entertainment, all in a single membership. Amazon’s annual Prime Day event ran from 8-11 July, giving Prime members access to amazing deals on products from top brands and small business sellers across categories—from fashion and electronics to toys and home.
Here's everything you need to know about one of Amazon's biggest deal events of the year.
What is Prime Day?
Prime Day is Amazon's deal event exclusively for Prime members, featuring deep discounts across a range of categories including electronics, home, beauty, fashion, and more.
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
New for this year, 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.
When was Prime Day 2025?
Prime Day 2025 ran for four days for the first time in the UK, from 8 July to 11 July.
Do you need to be a Prime member to participate in Prime Day?
Yes, you must be a Prime member in order to take advantage of all the savings on Prime Day. As part of your membership, you will be able to get your shopping done for summer and beyond whilst enjoying fast, free delivery with Prime.
Find out how to sign up for a Prime membership here.
How can I prepare to find the best deals on Prime Day?
There are many things you can do to prepare for Prime Day each year. If you haven't already, be sure to join Prime to participate. Remember, being a Prime member is the only way you can access deals and savings on Prime Day.
To make sure you don’t miss out on a Prime Day deal, try creating a Wish List and setting up deal notifications for price drops that are tailored to you through the Amazon Shopping app. Familiarise yourself with Amazon's AI tools which will help you find the best deals during the event.
You can also keep an eye out for Amazon Lightning Deals—limited-time offers that are available in short windows and often include some of the deepest discounts across Prime Day.
Which countries participate in Prime Day?
Prime Day 2025 returned to the following countries this year: Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, India, Italy, Japan, Luxembourg, Mexico, the Netherlands, Poland, Portugal, Saudi Arabia, Singapore, Spain, Sweden, Turkey, the United Arab Emirates, the US, and the UK. For the first time, Prime members in Ireland could shop Prime Day deals on amazon.ie.
What is Prime?
More than 200 million paid Prime members around the world enjoy access to Amazon’s enormous selection, exceptional value, and fast delivery. In 2024, Prime members in the UK on average saved nearly £200 on fast unlimited delivery – more than two times an annual membership fee - while enjoying other benefits including access to Amazon Music, free Deliveroo Plus Silver, and much more.
In the UK, anyone can join Prime for £8.99 per month or £95 per year, while students and young adults aged 18 to 22 can get 50% off Prime in the UK, with a 6-month trial at no cost and £4.49 per month / £47.49 per year thereafter, plus exclusive benefits.
Why did Prime Day start?
Prime Day was created as a way to celebrate Prime members. The first Prime Day event came to life on Amazon’s 20th birthday on July 15, 2015.
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