Amazon is holding its Prime Day sale early this year, running from June 23 to 26 instead of the usual July dates. Here is everything you need to know and what items shoppers might want to add to their wish lists in preparation.
Amazon Prime Day has become one of the biggest shopping events of the year, second only to Black Friday. I have worked the event four years in a row and regularly spot patterns and trends not only on what might be discounted but also on our readers' buying habits.
I have taken a look at the numbers to see just what shoppers were snapping up on Prime Day 11 months ago, from smart watches and home tech to beauty staples and summer essentials. While we cannot predict exact deals, we can get a sense of what categories are likely to dominate when the discounts drop again next week.
How Prime Day Works
For those who have not shopped Amazon Prime Day before and are wondering how it works, deals will run from Tuesday, June 23 until Friday, June 26, giving shoppers a four-day window to take advantage of the offers. Discounts will span a variety of categories, officially launching at 12am on June 23 and closing at 11:59pm on June 26, with a constantly evolving roster of deals.
To shop the Prime Day deals, you need to be an Amazon Prime member, which means signing up. You can sign up at any time during the Prime Day window or before it and will be given instant access to all the offers available.
Now is the ideal time to start building those wish lists in preparation for the discounts. If you need some inspiration, here is what flew off the virtual shelves last year and what it could suggest for 2026's event.
Smart Watches and Fitness Trackers
Wearable tech dominated Prime Day shopping last year, with budget-friendly smart watches proving especially popular. More than 4,000 customers snapped up the TRAUSI Smart Watch, reduced from £129.99 to £20.99. It features Bluetooth calling, message notifications, heart rate and sleep monitoring, fitness tracking, and timer capabilities.
Alternatively, the Samsung Galaxy Fit3 was another top-seller, with 1,753 units shipped last Prime Day. It boasts up to 13 days of battery life and tracks over 100 workouts. Usually £59, it was down to £41 last year. It is currently priced at £41 for the black version or £39.50 for the white.
In recent years, we have seen a rise in shoppers prioritising health tracking and sleep monitoring, so we can expect even more watches and trackers reduced next week. The Oura Ring 4 is currently reduced from £499.99 to £399.99, saving £100.
Kitchen Gadgets
One unlikely kitchen gadget saw more than 770 people purchase it last summer: the Morphy Richards microwave toastie maker. Originally £34.99, it was reduced to £19. Although the exact model is out of stock, a similar Microwave Toastie Sandwich Maker is reduced to £15.99 on Amazon before Prime Day.
Air fryer accessories, sandwich makers, and quick meal gadgets will likely be heavily discounted again. For those with limited cupboard space, this microwavable device could be a great alternative to a dedicated toastie maker.
Amazon Devices
Amazon's own tech products performed strongly. The Amazon Fire TV Stick 4K was snapped up more than 580 times at £25.99, reduced from £59.99. It is currently cheaper than last year's sale price at £24.99, saving 58% on the RRP. The device features advanced 4K streaming with Dolby Vision, HDR10+, and Dolby Atmos audio.
Another standout, selling over 200 units, was the Echo Pop speaker, down from £44.99 to £19.99. Equipped with the Alexa voice assistant, it can check the time, weather, and control smart home devices. Shoppers can expect deep discounts on Fire TV Sticks, Echo, and Ring doorbells.
Beauty Buys
For beauty fans, Prime Day is an opportunity to stock up on favourites. The Remington Shine Therapy Straighteners sold more than 500 units. Usually £79.99, they are currently down to £24.99 but have dipped below £20 during previous sales. These straighteners have ceramic plates with Argan Oil and Vitamin E, heat up in 15 seconds, and offer nine heat settings.
Other popular items included the Weleda Skin Food Light, reduced from £12 to £7.66, and the Sarah Jessica Parker Lovely Eau de Parfum. This Prime Day, we might also expect Korean skincare discounts as the K-beauty trend continues.
TVs
Prime Day is a great time to buy TVs at discounted prices. Last year, the LG 32LQ63806LC 32-inch Smart TV was in high demand after being cut from £349 to £189. It is currently £218 on Amazon. The TV features the webOS smart platform, Freeview Play, Netflix, Disney+, and a built-in Game Optimiser. However, it is not 4K and only has a 1080p LED screen.
Elsewhere, the Bush 55 Inch 55UT24SB Smart 4K UHD HDR LED TiVo Freely TV has been reduced at Argos from £259 to £229, saving £30.
Heatwave Essentials
Last year, hot weather influenced shopping behaviour. The Ninja insulated water bottle was a bargain at £21.99, saving 37%. It keeps beverages hot, cold, or fizzy due to triple-vacuum insulation. Available in six colours, it was a sell-out in previous sales.
Another standout was the Shark FlexBreeze HydroGo Cordless Fan, reduced from £129.99 to £99. Weighing less than 2.1kg, it can be used corded or cordless and runs up to 12 hours on battery. Prime Day will provide an opportunity to get ahead on heatwave essentials.
If last year is anything to go by, the biggest winners will be wearable tech, home entertainment and security updates, beauty picks, and summer essentials. There will likely be a mix of discounts on higher and lower priced items. Remember to check price history on sites like CamelCamelCamel to ensure you are getting a good deal.
