Call it intuition, but I updated this page just two days ago to speculate on Amazon's second Prime Day sale of 2026. Now, two days later, the online retail giant has confirmed such a sale exists, and the all-important dates.
That's right, Prime Big Deal Days as it's affectionally known will return on Tuesday, September 29 and run for a full seven days, coming to an end on Monday, October 5.
• Shop all of today's Amazon deals
Compared to previous Prime Big Deal Days sales, Amazon is starting proceedings a little earlier in 2026, last year, for example, it took place from Tuesday, October 7 to Monday, October 13.
What do we expect from the upcoming Amazon Prime Day sale? Well, in many ways it acts as a pre-cursor to the retail giant's Black Friday sale, which is due at the end of November. While any Amazon sale is worth taking notice of, it's fair to say that the second Prime Day of the year rarely offers discounts of quite the same magnitude as the main Prime Day in July.
So, is Prime Big Deal Days worth it for AV fans? The answer is a little complicated. While I certainly wouldn't expect there to be record-low prices across many product categories, there should still be generous discounts on popular items such as headphones and Bluetooth speakers.
Deals on more audiophile-focused hi-fi and home cinema kit can be hit and miss. For starters, the Amazon AU store isn't exactly littered with 'proper' equipment in the first place. I have seen the likes of WiiM and KEF well represented, but if you were hoping to nab high-end integrated amplifiers or turntables, Amazon isn't really the place to shop.
Here's hoping that this time around Amazon will prove me wrong in a big way.
As with any Amazon Prime sale, you'll need to have yourself a Prime membership to secure the best prices. If you're not a member, you can sign up using the price comparison tool below. Not only does a Prime membership come with free and expedited delivery on a huge range of items, but you also gain free access to Prime Video and a free two-year membership to Door Dash.
In the meantime, you can find out all there is to know about Amazon Prime Day further below. And when the sale does go live (if at all), I'll be keeping this very page updated with all the best deals as and when they come through.
Amazon Prime Day Australia FAQ
What is Amazon Prime Day?
Amazon Prime Day is Amazon's bi-annual sales event, conceived in response to other major sales such as Black Friday. The first Prime Day was held in 2018, one year after Amazon arrived Down Under. While other online retailers get involved in the Black Friday bargain bun fight, Prime Day is generally all about Amazon, though you might see other retailers lowering prices at the same time in order to jump on the sales frenzy bandwagon and stay competitive during that period.
Prime Day is a big sale that encompasses most areas of the Amazon site – as well as audiovisual gear, you'll find discounts on toasters, books, clothes, and pretty much anything that Amazon sells. And that's a lot!
You'll need to be a Prime member to take advantage of the best offers. Not yet a member? Amazon’s free 30-day Prime trial gives you the option to sign up, bag a few bargains during the sale, and cancel your membership without paying a cent. Go you.
Prime Day 2026 dates: when is Prime Day in Australia?
There have already been two Amazon sales in Australia in 2026. The first was the Big Smile Sale, that showed up in March, running for seven days from Monday, March 16 until Sunday, March 22.
The main Prime Day followed next, kicking off on on Tuesday, July 7. It also ran for seven days, coming to an end on Monday, July 13. Amazon Prime Day sales in other countries took place a little earlier in June, but we had the EOFY sales here in Australia, so it seemed logical that Amazon would avoid that.
What Prime Day 2026 deals can I expect?
It's always tricky to confidently assume what deals will appear during Prime Day – although Amazon devices are a shoo-in – but based on previous Prime Day sales, we reckon JBL Bluetooth speakers, Sony wireless buds and Bose headphones are all safe bets. AirPods also tend to get a look in — the AirPods Pro 3 dropped to a record-low AU$299 in July. It would be great if that happened again, but we're not holding out breath.
Other popular items from previous Amazon Prime Day sales have included the Sony WH-1000XM5 and older WH-1000XM4 noise-cancelling headphones, Amazon Echo Show smart speakers and Fire TV video streamers, Bose QuietComfort Ultra headphones, WiiM streamers and amplifiers and KEF speakers.
Sonos, Sennheiser, Sony and Bose products — particularly headphones — have been known to appear during Prime Day sales, so if you have your eye on something from one of the bigger brands, there's a good chance some money will be lopped off it.
What about hi-fi? Unfortunately, Prime Day tends to spotlight more mass-market product categories such as TVs, soundbars and Bluetooth speakers for deals, meaning that discounts on hi-fi gear are far and few between.
While some other retailers drop their prices to piggyback the Amazon Prime events, Black Friday remains the best time of the year to buy hi-fi at discounted prices due to many specialist hi-fi retailers getting on board the more encompassing sale.
How much does Amazon Prime cost in 2026?
First things first: to be eligible for Prime Day discounts, you need Amazon Prime. This is effectively a membership fee that gives you free standard international delivery on select orders over AU$49 or free expedited delivery (in select areas) on eligible items bought from Amazon, as well as access to the Prime Video and Amazon Music streaming services (but not Amazon Music Unlimited – that costs extra), free ebooks, and the ability to share some of these benefits with others in your household.
Amazon Prime costs AU$9.99 a month, or AU$79 if you pay yearly (saving you AU$40 compared to paying monthly). Changed your mind? You can cancel your Prime membership on the Manage Prime Membership page.
And if you haven't placed a Prime-eligible order or used any of your Prime benefits within your membership, you'll be refunded in full.
There's an Amazon Prime free trial, too. Sign up, select 'Start my free trial', and you'll have access to Prime for 30 days with nothing to pay.
That means you can sign up, take advantage of the deals, and then cancel your trial before the 30 days end and not be charged your second month's fee for Prime. Not that we would condone such behaviour, of course!
To be eligible for the trial, you can't have subscribed to Prime in the last 12 months.
Prime Day Australia 2026 shopping tips
1. Sign up for the free Prime trial
If you're new to Amazon Prime, make sure you take advantage of the 30-day free Prime trial. And remember to cancel if you don't want a monthly bill for AU$9.99 when the trial ends.
2. Google a product before buying
Not every Prime Day deal in 2026 is going to be a winner, so make sure you compare prices online before you buy, and, of course, check reviews to make sure the product is worth buying at all!
We at What Hi-Fi? work tirelessly to call out the best deals on the consumer electronics categories we cover – our job, after all, is to point customers towards the best products on the market – so if we haven't included one in our deals coverage, there's usually a good reason for it!
3. Big brands can equal big savings
Amazon often slashes the cost of a few big-brand items – think Playstation and Xbox accessories, Samsung TVs and tablets, etc – to get the attention of shoppers. Keep an eye out for these 'marquee' deals.
4. Check the Amazon Warehouse
Returned goods end up on sale at the Amazon Warehouse at a decent discount, so there's a chance you could spot an open-box bargain that beats the box-fresh Prime Day price.
5. Stay tuned to whathifi.com
Amazon unleashes thousands of deals around Prime Day, which can make it tricky to find genuine bargains on five-star tech and AV. That's why we'll be publishing an up-to-the-minute list of the very best Prime Day 2026 deals.
