Amazon Prime Day 2023 UK: everything we know so far about the biggest sale of the summer

Amazon Prime Day 2023 UK: everything we know so far about the biggest sale of the summer
(Image credit: Future)

Amazon Prime Day is coming. The biggest sale event of the year – bar Black Friday – will take place this summer. Details are yet to be confirmed, but we do know one thing for sure – there will be deals aplenty.

They'll be on all kinds of devices too, from headphones and soundbars to tablets, TVs and Bluetooth speakers. If it creates sound or a picture, chances are it'll have a hefty discount.

So when is Amazon Prime Day 2023? How long will it last? What kind of discounts can we expect? And how do you become eligible without paying a penny? We'll answer all of these and more below...

What is Amazon Prime?

Prime Video displayed on a TV

(Image credit: Amazon)

First things first: in order to be eligible for Prime Day discounts, you need Amazon Prime. This is effectively a membership fee that gives you 'free' unlimited one-day delivery (in select areas) on millions of items bought from Amazon, 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 £8.99 a month, or £95 if you pay yearly (saving you £12.88 compared to paying monthly). Students pay £4.49 a month or £47.49 a year. 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, 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-day period ends and not be charged your second month's fee for Prime. Not that we would condone such behaviour, of course.

In order to be eligible for the trial, you can't have subscribed to Prime in the last 12 months.

What is Amazon Prime Day?

Prime Day began in 2015 as a celebration of the Amazon's 20th anniversary. 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 stay competitive.

Prime Day is a big sale that encompasses most areas of the Amazon site – as well as audio-visual 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 Prime Day offers. Not yet a member? Amazon Prime's free trial gives you the option to sign up, bag a few bargains on Prime Day, and cancel your membership without paying a penny. You scallywag, you.

When does Amazon Prime Day 2023 start?

Amazon hasn't announced the dates for Prime Day 2023 yet. But it usually takes place over more than one day. Last year's event took place on 12-13th July, while 2021's happened on 21st-22nd June. So expect a late June/early July date this year.

When does Amazon Prime Day 2023 end?

Again, Amazon hasn't named the dates for Prime Day 2023 yet. But going by recent events, we would expect it to end 48 hours after it begins.

Samsung TV in a living room

(Image credit: Samsung)

Prime Day 2023 secret hacks and 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 £8.99  when the trial ends.

2. Google a product before buying
Not every Prime Day 2023 deal is going to be a winner, so make sure you compare prices online before you buy.

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 What
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 2023 deals.

Is Amazon Prime Day only once a year?

It is. It usually takes place in the summer to generate sales during the otherwise quieter months (we say 'usually' as in 2020 it was delayed until October because of the pandemic). Think of it as the summer equivalent of November's Black Friday although on a slightly smaller scale. 

What discounts are offered on Prime Day?

All sorts. Amazon's own devices are always among the most heavily discounted – last year saw 60 per cent – but there are deals on headphones, TVs, Bluetooth speakers, cables, hi-fi, smartphones and more.

What benefits do Prime members get on Prime Day?

In a word, deals. Without Prime, you can't take advantage of the discounts offered on Prime Day. There are all sorts of other benefits to Prime year round, like early access to 'Lightning deals', Prime Video and Amazon Music streaming, and try before you buy on certain items. Here's a list of more Prime benefits.

Is Amazon Prime Day sale for everyone?

It is, as long as you have signed up for Amazon Prime. No Prime, no deals. You can pay for Prime monthly (£8.99) or yearly (£95).

Amazon Prime Day 2022 highlights

Amazon Prime Day 2022 highlights

(Image credit: What Hi-Fi?)

The best way to predict what will happen this year is to look back at what happened at Prime Day 2022. That took place from 12-13th July, and saw some big discounts on all manner of kit.

Amazon's own Echo devices were slashed by up to 60 per cent, for example, while the Bose Noise Cancelling Headphones 700 dropped in price by £90. But they weren't the only headphones going for a song – Sony's WF-1000XM3 dropped by £127, the Sony WF-C500 were down by over £30, and Panasonic's five-star RZ-S500W dropped by £89.

TVs also feature heavily in the Prime Day sale, and last year was no different. LG's excellent C1 was slashed by nearly £500 at its 48-inch size, bringing it down to just over £800. The follow-up C2 had a saving of over £300 at the 42-inch size, while Philips's OLED806 – our favourite TV of 2021 – dropped by £500. Big discounts on the biggest screen in the home.

We even saw a slew of discounts on products made by Apple and Sonos – two brands notorious for their deal aversion. The Sonos Arc soundbar dropped from £899 to £775, for example, a saving of £124, while the AirPods Pro dropped by £60 and the AirPods Max by £100. Proof that Prime Day brings out the deals in everyone.

Check out some of the best deals of yesteryear below.

Best Prime Day Deals 2022

Amazon Echo Dot 4th Gen £50

Amazon Echo Dot 4th Gen £50 £29 at Amazon (save £21)
The latest Echo Dot swaps the puck design of its predecessors for an orb-like shape that sounds significantly better. As the smallest speaker in the Echo range, it's ideal for adding Alexa to every room of the house. This 60% saving beats last year's Prime Day deal price too...

Amazon Echo Dot 4th Gen £50

Amazon Echo Dot 4th Gen £50 £29 at Amazon (save £21)
The latest Echo Dot swaps the puck design of its predecessors for an orb-like shape that sounds significantly better. As the smallest speaker in the Echo range, it's ideal for adding Alexa to every room of the house. This 60% saving beats last year's Prime Day deal price too...

Sony WF-1000XM3

Sony WF-1000XM3 £220 £93.80 at Amazon (save £127)
The XM3 might have been succeeded by the XM4, but they're still great wireless earbuds. Superb sound, decent battery life and a comfy fit mean they still do the job. And at this price, they're an absolute Prime Day steal.

Bose 700 wireless headphones £350

Bose 700 wireless headphones £350 £259 at Amazon (save £90)
This is one the best Bose deals we've ever seen – and on some of our favourite noise-cancelling headphones too. From sonic ability to design and comfort, the Bose 700 perform well. At this price, they're a Prime Day bargain.

Sony WH-1000XM4 £

Sony WH-1000XM4 £350 £209 at Amazon (save £141)
Sony’s premium wireless noise-cancelling headphones deliver on all fronts. They're detailed, dynamic and have a natural knack for timing. Nothing really lets them down – battery life, build, comfort and usability are all great for the money.


Sony WF-C500 £90 £59 at Amazon (save £31)
Boasting impressive musicality and excellent levels of detail and insight, these comfortable, sporty earbuds are well worth the investment. The new WF-C500 feature 20 hours of battery life, IPX4 splash resistance and Bluetooth 5.0, and are available in black, white, orange and blue.

Panasonic RZ-S500W £169

Panasonic RZ-S500W £169 £80 at Amazon (save £89)
One of the very best true wireless earbuds you can buy under £100. They offer a combination of features (including noise-cancelling) and sound quality that is unique at this price. 

LG OLED48C1  £1299

LG OLED48C1 £1299 £826 at Amazon (save £474)
LG's C1 line of TVs is excellent, offering up fantastic image quality, a huge list of features, and even an intuitive menu system. Plus, as a 4K HDR 120Hz display with HDMI 2.1 inputs, this set is perfect for gamers, too.

LG OLED42C2 2022 OLED TV  £1399

LG OLED42C2 2022 OLED TV £1399 £1089 at Amazon (save £310)
LG's first 42-inch OLED TV has only been available for five minutes but has already had a big discount. It's slightly less bright than the bigger C2 models but otherwise has the same features. That should make it a huge hit, particularly with gamers who want a desktop TV with all of the next-gen specs.

Philips 48OLED806 2021 OLED TV  £1299

Philips 48OLED806 2021 OLED TV £1299 £799 at Richer Sounds
Let's cut straight to the chase: this is our favourite TV of 2021. The OLED806 series is just brilliant, offering super-punchy and crisp images, solid sound, Ambilight and loads of next-gen gaming features, and at 48-inches its compact enough for any lounge.

JBL Charge 5 £159

JBL Charge 5 £159 £139 at Amazon (save £20)
If you don't mind a camo colour finish, this What Hi-Fi? Award-winning Bluetooth speaker can be yours with £20 off over at Amazon. An excellent sounding, no-nonsense portable Bluetooth speaker.

Triangle Borea BR08 £999

Triangle Borea BR08 £999 £749 at Richer Sounds
Partnered with the right electronics and given room to breathe, these floorstanding speakers really shine. Expect a dynamic, punchy and rhythmic sound that keeps you coming back for more.

Marantz PM7000N streaming system £1199

Marantz PM7000N streaming system £1199 £899 at Richer Sounds (£300)
A £300 saving on a 2020 & 2021 What Hi-Fi? Awards winner is not to be sniffed at, and this Marantz is a really special piece of kit. It's a practical, well-furnished just-add-speakers streaming system that really impressed us with its entertaining performance.

Q Acoustics 3010i cinema pack £966

Q Acoustics 3010i cinema pack £966 £619 at Sevenoaks (save £347)
This Q Acoustics package is based on its very good standmount speakers but still with a solid centre and a banging sub. It's a solid deal with this near three-figure discount.

KEF Q350 AV 5.1 £2210

KEF Q350 AV 5.1 £2210 £1650 at Peter Tyson (save £560)
This five-star speaker package is a bold and powerful performer. Based on the Award-winning Q350 standmount speakers, it offers excellent timing and an exciting and expressive presentation. A bargain at full price, now, unmissable.

Denon AVC-A110 AV Amplifier £5500

Denon AVC-A110 AV Amplifier £5500 £3699 at Sevenoaks (save £1800)
This home cinema behemoth packs in plenty of tech, including support for 13.2-channels 8K/60Hz, Dolby AtmosDTS:X, DTS:X Pro, IMAX Enhanced and Auto Low Latency Mode (ALLM) and Variable Refresh Rate (VRR).

Sonos Arc soundbar £899

Sonos Arc soundbar £899 £775 at Amazon (save £124)
This soundbar a delivers five-star Dolby Atmos performance and WiFi connectivity for easy music streaming and integration with other Sonos products.

Apple AirPods Pro £239

Apple AirPods Pro £239 £179 at Amazon (save £60)
Knock a massive chunk off the cost of Apple's noise-cancelling wireless buds with this Amazon deal. The AirPods Pro are a joy to use (especially with iOS devices) and sound great to boot.

Apple AirPods Max £549

Apple AirPods Max £549 £449 at Amazon (save £100)
Yes, even with this fantastic deal Apple's wireless noise-cancelling over-ear headphones are still quite expensive. But they are wonderful to use, boast spatial audio support and are one of the very best-sounding wireless headphones we've heard. Worth it.

Can't wait for Prime Day 2023? Check out the best Amazon deals right now below.

What Hi-Fi?

What Hi-Fi?, founded in 1976, is the world's leading independent guide to buying and owning hi-fi and home entertainment products. Our comprehensive tests help you buy the very best for your money, with our advice sections giving you step-by-step information on how to get even more from your music and movies. Everything is tested by our dedicated team of in-house reviewers in our custom-built test rooms in London, Reading and Bath. Our coveted five-star rating and Awards are recognised all over the world as the ultimate seal of approval, so you can buy with absolute confidence.

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