Another year, another Amazon Prime Day event slap bang in the middle of the summer.
However, things will be slightly different this year: the gargantuan sales event has been pushed forward from its usual July date to June.
What will not change, however, is the sea of deals that will flood Amazon’s homepage over four days next week.
So, in advance of the event kicking off on 23rd June, the What Hi-Fi? team have shared their thoughts on what might be to come, whether it’s old reliables that are practically guaranteed a discount or five-star favourites that are yet to see their first drop.
If you’re after some shopping inspiration or just want to see if our predictions line up with your own, take a look below.
Dolby Atmos soundbars are always a big ticket item during Prime Day. Over the years, we have seen huge savings on Award-winning units appear during the event. Last year, some highlights include 30 per cent drops and more, on everything from the Sonos Arc Ultra to the Samsung Q990D system.
And I expect similar discounts to appear on most soundbars, especially older models from last year. Why do I say “most”? Because there’s one exception, which I expect to stay belligerently at full price, or not far off it, throughout the event: the KEF XIO.
Despite coming out last year, the XIO has yet to enjoy any hefty discounts at all. The closest we’ve seen are cashback offers, which require you to claim the savings back after paying the full £2000 regular price.
Which is a shame as, while there are plenty of good options below the XIO, it is the best premium option you’ll find for two grand on the market right now. The only other option, really, is the even more expensive Naim Focal Mu-so Hekla we reviewed recently, which is £1000 more and also unlikely to be discounted during Prime Day.
That’s why I told buyers, back during Black Friday 2025, that if they want the best experience possible with a soundbar they should just buy the XIO, even at full price.
I’ve made no secret of the fact that the Sony Bravia 8 II is one of my favourite TVs of all time – it’s also the reigning TV Product Of The Year in the What Hi-Fi? Awards.
Because it’s been out for a little over a year now, the Bravia 8 II has already been heavily discounted, making it much more affordable than newer flagship OLEDs. And I’m expecting some cheeky extra discounts to appear during the Prime Day sales – though probably at retailers such as Richer Sounds and Sevenoaks, rather than Amazon itself.
If I didn’t already have one as my home TV, it’s the Bravia 8 II I’d be hunting for this week.
The Dali Kupid bookshelf speakers won us over from the second they entered our test rooms, with their appealing, compact design in colourful hues making them stand out from the usual traditional models. Their lively, detailed, agile and enjoyably dynamic sound sealed the deal even further to win a What Hi-Fi? Award trophy.
Dali will have squeezed all the performance it can out of the Kupid to fit that affordable £299 price tag – but I’d love to see even a tenner or £20 shaved off that price to sweeten the deal. If they do drop in price during the Prime Day sales, it’s a deal I won’t stop shouting about for anyone looking for great budget speakers.
Prime Day tends to do two things: sink already-discounted products lower than ever; and, if you’re lucky, introduce first-time drops on never-before-slashed goodies.
While I fully expect established droppers to match, or even exceed, their previous lows, especially for products that have been around for a good while, I am fairly confident in saying that Prime Day will be the time for many relatively new products to take a cheeky tumble in price.
Those drops might not be absolutely gargantuan, but if you’ve had your eye on any of the gear that made its debut in 2026, especially wireless headphones, earbuds and Bluetooth speakers, this could be your first major opportunity to get them at lower than their standard RRP.
There are quite a few potential bargains falling into this particular camp at the moment. They include the five-star Sennheiser Momentum 5 Wireless over-ears, the JBL Go 5 Bluetooth speaker and, just perhaps, the outstanding Sony WF-1000XM6 wireless earbuds. All arrived in 2026, and all could see their first major discounts arrive when Prime Day hits next week.
Bookmark your favourites, have a little patience, and then strike when the time is right.
If there’s one Prime Day deal I’m willing to bet on, it’s that Amazon’s range of first-party AV devices will be discounted by a considerable margin. Historically, we have seen Fire TV Stick streamers at less than half price, and Amazon’s Ember QLED TV (formerly the Fire TV Omni QLED) has also dropped significantly in these sales.
I admit I’m cheating slightly with this prediction. Amazon has already slashed the price of some, although not all, of its first-party AV products.
The 65-inch Ember QLED, which we reviewed at £1050, has dropped to an unbelievable £600 already, thanks to an “Early Prime Day Deal”. While we’re not seeing the same level of early savings on the Fire TV streamers yet, there are inklings that similar deals could arise.
The Fire TV Stick 4K Plus Plus – which Amazon renamed from Fire TV Stick 4K due to the introduction of the Fire TV 4K Select – is already down to £25 from its usual £60 price, which means we could see a similar saving on the Award-winning Fire TV Stick 4K Max. It’s not guaranteed, but I’ll eat my proverbial hat if the rest of the range isn’t reduced.
The moral of the story here is that, if you were planning on buying a streamer, then hold fire (pun intended) – you could save a solid chunk of change by waiting until next week.
We have had countless Dolby Atmos soundbars in our test room over the years, but not many have left such a lasting impression as the Sonos Arc Ultra. It secured a What Hi-Fi? Award last year, and has been batting off the competition since.
The 9.1.4 all-in-one system offers a clean, detailed sound that immediately immerses you in whatever you’re listening to. On top of that, the bass is agile and punchy which adds an extra weight to your listening experience.
When the soundbar launched in 2024, it had a price tag of £999 / $999 / AU$1799. Right now, you can get it at a range of retailers for less. In the UK, for example, it has gone down to £799 at the moment. I have my fingers crossed, though, that we will see an even bigger discount on this five-star model, especially as it is no longer the new kid on the block.
If it’s hi-fi separates you’re after this Prime Day, then you might be a bit disappointed next week. After covering hundreds of deals for What Hi-Fi?, it’s become clear to me that Amazon can be very hit and miss when it comes to the turntables, amplifiers and streamers we rate and recommend. You're better off checking with specialist retailers such as Richer Sounds and Peter Tyson, which may well have their own rival sales.
Where Amazon sales excel, however, is in headphones and wireless speakers. I’m optimistic we will see some discounts on JBL's Bluetooth speaker range, as well as Sony’s popular headphone lineup – from the budget Sony WF-C510 all the way up to the mighty Sony WH-1000XM6.
It also seems far too much of a coincidence that Prime Day has moved up to clash with the World Cup. There have already been aggressive discounts on Amazon’s Fire TV models, and I expect more home cinema bargains to appear to capitalise on those looking for a mid-tournament refresh.
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