Amazon Prime Day 2023 part 2 – Prime Big Deal Days sale coming October

The dust is still settling on Prime Day 2023, but there's no time to take stock – another Amazon sale event is coming soon.

Called Prime Big Deal Days, it's, well, a big deal for fans of headphones, TVs, speakers, hi-fi equipment and more. It will take place on 10-11th October, and promises "more deeply discounted deals across top brands than during last year’s event". Sony, Bose and Samsung are mentioned as participating, but there's no mention of which products will see deals.

Prime Day 2023 proved itself to be another strong summer sales event. We’ve seen the lowest-ever price on Bose's QuietComfort II wireless earbuds, and the lowest price on Sony's classic WH-1000XM4 wireless over-ears. Hi-fi kit has also been discounted, including £200 off KEF's outstanding LSX II wireless speaker system and a whopping £550 off the Marantz PM7000N just-add-speakers streamer.

Let's not forget TVs, where we've also seen £1300 slashed off LG's 65-inch C2 OLED TV.

Browse all of Amazon Prime Day deals now

Check out some of the best deals from Prime Day 2023 below.

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Editor's picks: the best Prime Day deals overall

Sony WF-C700N was £99

Sony WF-C700N was £99 now £79 at Amazon (save £20)
OK, so this deal is £3 more than during Prime Day. But £20 off is still a bargain. Boasting impressive musicality and excellent levels of detail and insight, these comfortable, sporty earbuds are well worth even their non-discounted price. The WF-C700N feature 7.5 hours of battery life per charge, multipoint Bluetooth and IPX4 water resistance.

Sony WH-1000XM4 was £350

Sony WH-1000XM4 was £350 now £199 at Amazon (save £151)
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 at this level, not least at this knockdown price. They're £1 pricier than during Prime Day, but who's counting?

LG OLED55A2 2022 OLED TV  was £1499

LG OLED55A2 2022 OLED TV was £1499 now £799 at OnBuy (save £700)
This 55-inch A2 OLED does without the C2's advanced gaming specs and brighter panel, but otherwise should offer the excellent LG OLED picture quality we've come to know and love. A 55-inch LG OLED for under £800 is a brilliant bargain.

Sony XR-55A80L 2023 OLED TV was £2399

Sony XR-55A80L 2023 OLED TV was £2399 now £1699 at John Lewis (save £700)
Our favourite performance-per-pound TV of 2023 so far, the Sony A80L uses standard OLED technology to amazing effect, delivering a picture that balances the spectacular with the cinematically subtle with absolute aplomb. If it's a brand-new TV you want, this is a great choice.

JBL Flip 6 was £119

JBL Flip 6 was £119 now £79 at Amazon (save £40)
One of the best portable speakers around, the JBL Flip 6 model has consistently impressed over its various generations, and this latest is no different. Expect musical, broad sound, rugged build and excellent usability. Make a £40 saving on certain finishes.

Samsung QE65S95C 2023 QD-OLED TV was £3599

Samsung QE65S95C 2023 QD-OLED TV was £3599 now £2249 at Amazon (save £1350)
Samsung's second-gen flagship QD-OLED TV has only been available for five minutes, but you can already get this absolutely massive discount on it. It's one of the most technically capable TVs we've ever tested, and it will absolutely knock your socks off.

Bowers and Wilkins Panorama 3 was £899

Bowers and Wilkins Panorama 3 was £899 now £499 at Peter Tyson (save £400)
Bowers & Wilkins's first Dolby Atmos soundbar is a sleek, standalone system that delivers 3.1.2 channels of audio from a single unit. There’s Amazon Alexa onboard for hands-free voice commands and streaming is well catered for with AirPlay 2, aptX Adaptive Bluetooth and Spotify Connect, while high-resolution listening is supported via the Bowers & Wilkins Music App.

Sony XR-48A90K 2022 OLED TV  was £1899

Sony XR-48A90K 2022 OLED TV was £1899 now £1599 at Amazon (save £300)
"An astonishingly good 'small' OLED TV" is how we described the 48-inch Sony A90K in our review. For picture authenticity and sound quality, you can't buy better at this size, and its gaming specs (while not quite up there with the LG C2) are strong.

The best Prime Day headphones deals

Sony WF-C700N was £99

Sony WF-C700N was £99 now £79 at Amazon (save £20)
Boasting impressive musicality and excellent levels of detail and insight, these comfortable, sporty earbuds are well worth even their non-discounted price. The WF-C700N feature 7.5 hours of battery life per charge, multipoint Bluetooth and IPX4 water resistance. Five stars
Read our Sony WF-C700N review

Sony WH-1000XM4 was £350

Sony WH-1000XM4 was £350 now £199 at Amazon (save £151)
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 at this level, not least at this knockdown price.
What Hi-Fi? Awards winner
Read the Sony WH-1000XM4 review

Bose Noise Cancelling Headphones 700 was £350

Bose Noise Cancelling Headphones 700 was £350 now £279 at Amazon (save £71)
A breakaway from the famous Bose QuietComfort range, the 2019-released 700 are more of a premium series with a concentration on noise-cancelling, which is best in class with 11 levels of ANC adjustment. Comfort and aesthetics are spot-on too and they sound pretty decent – though not as good as the Sony XM4 and XM5.
Read our Bose 700 review

Sony WF-C500 was £90

Sony WF-C500 was £90 now £59 at Amazon (save £31)
Boasting impressive musicality and excellent levels of detail and insight, these comfortable, sporty earbuds are well worth even their non-discounted price. The WF-C500 feature 20 hours of battery life, IPX4 splash resistance and Bluetooth 5.0, and are available in black, white, orange and mint.
What Hi-Fi? Awards winner
Read our
Sony WF-C500 review

Bowers & Wilkins Px7 S2 wireless, ANC headphones was £379

Bowers & Wilkins Px7 S2 wireless, ANC headphones was £379 now £279 at Amazon (save £95)
Premium noise-cancelling headphones don't get more handsome than the stylish-looking Px7 S2 from B&W. They also serve up 30 hours of battery life and one of the most detailed performances we've heard at this level.
Bowers & Wilkins Px7 S2 review

Sony WH-1000XM5 was £379

Sony WH-1000XM5 was £379 now £316 at Amazon (save £63)
The latest and greatest Sony over-ear wireless noise-cancelling headphones are best in class, and a £63 saving makes them even better performance-per-pound value. What Hi-Fi? Awards winner
Read our
Sony WH-1000XM5 review

Grado SR325x was £330

Grado SR325x was £330 now £249 at Peter Tyson (save £79)
Our favourite wired headphones at this price, these latest-gen open-back Grados are effortlessly musical. If you don't mind an open-back (leaky) design, this deal deserves to be snapped up. What Hi-Fi? Awards winner
Read our
Grado SR325x review

Apple AirPods Max £549

Apple AirPods Max £549 £499 at Amazon (save £50)
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.

The best Prime Day TV deals

Sony XR-55A80L 2023 OLED TV was £2399

Sony XR-55A80L 2023 OLED TV was £2399 now £1699 at John Lewis (save £700)
One of the biggest surprises of 2023 so far, the Sony A80L uses standard OLED technology to amazing effect, delivering a performance that balances the spectacular with the cinematically subtle with absolute aplomb. It's still an expensive TV, even with this discount, but if it's a brand-new TV you want, this is a great choice.
Read our Sony XR-55A80L review

LG OLED42C2 2022 OLED TV  was £1399

LG OLED42C2 2022 OLED TV was £1399 now £979 at Amazon (save £420)
LG's first 42-inch OLED TV gets a big discount. It's slightly less bright than the 55-inch-plus 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.
Read our LG OLED42C2 review

LG OLED42C3 2023 OLED TV £1499

LG OLED42C3 2023 OLED TV £1499 £1299 at Sevenoaks (save £200)
The C3 isn't much of an upgrade on the C2 it replaces but it's priced much higher, even with this discount. Still, if you must have the latest model, this is the deal for you.
Read our LG OLEDC3 review

Samsung QE65S95C 2023 QD-OLED TV was £3599

Samsung QE65S95C 2023 QD-OLED TV was £3599 now £2249 at Amazon (save £1350)
Samsung's second-gen flagship QD-OLED TV has only been available for five minutes, but you can already get this absolutely massive discount on it. It's one of the most technically capable TVs we've ever tested, and it will absolutely knock your socks off.
Read our Samsung QE65S95C review

Samsung QE55S95B 2022 QD-OLED TV  was £2399

Samsung QE55S95B 2022 QD-OLED TV was £2399 now £1149 at Amazon (save £1250)
You'd have thought that the first QD-OLED TV (which combines Quantum Dot and OLED technologies) would be obscenely expensive, but Samsung is offering huge discounts on the 55-inch S95B. This is one of the best TV deals you're ever going to find.
Read our 65-inch Samsung QE55S95B review

LG OLED55C2 2022 OLED TV was £1899

LG OLED55C2 2022 OLED TV was £1899 now £1049 at PRC Direct (save £850)
LG's 2022 C2 is the ideal TV for most people. It's brighter than any 2021 OLED, produces brilliantly punchy but natural images and boasts every next-gen gaming feature you could ask for. Read our 65-inch LG OLEDC2 review

LG OLED55G2 2022 OLED TV  was £2399

LG OLED55G2 2022 OLED TV was £2399 now £2199 at Currys (save £200)
While most people will be best served by the C2 above, the G2 is even brighter and punchier and boasts a frame-like design that makes it look particularly brilliant when wall-mounted. Do bear in mind that there's no stand in the box.
Read our 65-inch LG OLEDG2 review

Sony XR-65A95K 2022 OLED TV  was £3499

Sony XR-65A95K 2022 OLED TV was £3499 now £2999 at Amazon (save £500)
QD-OLED is a brand-new TV technology that combines the Quantum Dots of QLED with the self-emissive pixels of OLED to excellent effect. Only Sony and Samsung have so far launched QD-OLED TVs, and this A95K is arguably the best TV of 2022. It's expensive, but less so with this deal.
Read our 55-inch Sony A95K review

The best Prime Day wireless speaker deals

JBL Flip 6 was £119

JBL Flip 6 was £119 now £80 at Amazon (save £39)
One of the best portable speakers around, the JBL Flip 6 model has consistently impressed over its various generations, and this latest is no different. Expect musical, broad sound, rugged build and excellent usability. Make a £20 saving on certain finishes.
Read our JBL Flip 6 review

JBL Flip 5 was £120

JBL Flip 5 was £120 now £79 at Amazon (save £41)
Small, pocketable and perfect for your travels, the Flip 5 is a superb little Bluetooth speaker, with 12 hours of battery life, brilliant sound quality and a £42 saving at Amazon.
Read our JBL Flip 5 review

Bowers & Wilkins Zeppelin  was £699

Bowers & Wilkins Zeppelin was £699 now £489 at Amazon (save £210)
Make a £210 saving on the B&W Zeppelin Wireless speaker. Unique looks, excellent streaming smarts and expansive and weighty sound that will fill your room easily.
Read our B&W Zeppelin review

Audio Pro Addon C3  was £280

Audio Pro Addon C3 was £280 now £148 at Amazon (save £132)
The C3 portable speaker has it all, combining multi-room skills, solid build and excellent sound quality in an impressively well-priced package. Now that said price has fallen dramatically, it could be the best time to buy.
What Hi-Fi? Awards winner
Read our Audio Pro Addon C3 review

The best Prime Day stereo speaker deals

KEF LS50 Meta was £1100

KEF LS50 Meta was £1100 now £999 at Richer Sounds (save £101)
Delivering class-leading sound for less than a grand, the KEF LS50 Meta are sensational five-star speakers and brilliant all-rounders. If you can afford them, buy them.
What Hi-Fi? Awards 2022 winner.
Read our KEF LS50 Meta review

B&W 607 S2 Anniversary Edition was £449

B&W 607 S2 Anniversary Edition was £449 now £329 at Richer Sounds (save £120)
Far from simply being rolled out to capitalise on an anniversary, the B&W 607 S2 are some of the very best standmounters you can buy for the money.
What Hi-Fi? Awards 2022 winner
Read our
B&W 607 S2 Anniversary Edition review

Triangle Borea BR03 was £399

Triangle Borea BR03 was £399 now £320 at Amazon (save £79)
You'll struggle to find a pair of speakers that sound so sophisticated for the money. And they're now even more attractive thanks to this extra Amazon discount. White finish only.
Read our Triangle Borea BR03 review

Triangle Borea BR08 was £999

Triangle Borea BR08 was £999 now £799 at Richer Sounds (save £200)
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.

Q Acoustics 3030i speakers was £329

Q Acoustics 3030i speakers was £329 now £260 at Amazon (save £66)
On the hunt for a pair of budget bookshelf speakers? How about this five-star pair from Q Acoustics? Give them a bit of space to let the bass ports breathe and you'll be able to sit back and enjoy their wonderfully dynamic sound.
Read our Q Acoustics 3030i review

Q Acoustics 3020i speakers was £249

Q Acoustics 3020i speakers was £249 now £209 at Amazon (save £40)
Small and sonically gifted, these excellent bookshelf speakers are a great budget buy and you can now save £40 at Amazon.
Read our Q Acoustics 3020i review

Q Acoustics Concept 40 was £999

Q Acoustics Concept 40 was £999 now £499 at Sevenoaks (save £500)
Five-star speakers from a few years back but good sound doesn't get old. With £500 off the original price, these talented, easy-going speakers are now an absolute steal, and one of the biggest discounts you'll find anywhere online.
Read our Q Acoustics Concept 40 review

The best Prime Day soundbar deals

Sonos Arc soundbar was £899

Sonos Arc soundbar was £899 now £799 at Amazon (save £100)
This soundbar delivers five-star Dolby Atmos performance, HDMI eARC for connecting a TV and WiFi connectivity for easy music streaming and integration with other Sonos products.
Read our Sonos Arc review

Denon DHT-S216

Denon DHT-S216 was £199 now £149 at Amazon (save £50)
Denon is renowned for its stellar AVRs, but the company also makes some decent inexpensive soundbars. At this price, this Denon might not have top-tier features, but it's a great starter soundbar for the price. It features Dolby Digital and DTS encoding, Bluetooth connection and HDMI ARC support.

Sony HT-A3000 3.1ch Dolby Atmos soundbar

Sony HT-A3000 3.1ch Dolby Atmos soundbar was £599 now £449 at Amazon (save £50)
This Sony soundbar delivers cinematic Dolby Atmos sound for a relatively affordable price. Expect Bluetooth, Apple AirPlay 2 and HDMI eARC support and a dynamic, muscular sound with clear dialogue.
Read our Sony HT-A3000 review

Bose TV Speaker was £270

Bose TV Speaker was £270 now £199 at Amazon (save £71)
This soundbar thrives on simplicity: there's a one-connection set-up to your TV via an optical audio cable or an HDMI. You can use your current TV remote to control the volume of the speaker and it detects the signal from your TV when turned on and automatically turns on, too. There's Bluetooth for streaming and settings for vocal clarity and extra bass too.
Read our Bose TV Speaker review

Bowers and Wilkins Panorama 3 was £899

Bowers and Wilkins Panorama 3 was £899 now £499 at Peter Tyson (save £400)
Bowers & Wilkins's first Dolby Atmos soundbar is a sleek, standalone system that delivers 3.1.2 channels of audio from a single unit. There’s Amazon Alexa onboard for hands-free voice commands and streaming is well catered for with AirPlay 2, aptX Adaptive Bluetooth and Spotify Connect, while high-resolution listening is supported via the Bowers & Wilkins Music App.
Read our B&W Panorama 3 review

Denon Home Sound Bar 550 was £599

Denon Home Sound Bar 550 was £599 now £399 at Richer Sounds (save £200)
This is a good deal on what looks like a very good soundbar. Dolby Atmos, DTS:X, HEOS built-in and AirPlay 2 support combine to make it one of the more feature-rich of its kind we've seen.

Bose Smart Soundbar 900 was £899

Bose Smart Soundbar 900 was £899 now £799 at Amazon (save £100)
This slick soundbar has all the specs you'd expect from Bose with wi-fi connectivity, Airplay, Bluetooth, Chromecast and multi-room streaming. Sonically it produces an impressively wide soundfield and an articulate and crisp Dolby Atmos performance. 
Read our Bose Smart Soundbar 900 review

The best Prime Day projector deals

Samsung The Freestyle portable projector was £999

Samsung The Freestyle portable projector was £999 now £499 at Richer Sounds (save £500)
Originally retailing for £999, The Freestyle is a portable projection bargain at this price. With a Full HD resolution, integrated speaker and streaming apps, you basically have a cinema that you can take wherever you go.
Read our Samsung The Freestyle review

Epson EH-TW7000 4K projector was £1199

Epson EH-TW7000 4K projector was £1199 now £999 at Amazon (save £200)
This is the best projector at around the thousand-pound mark at the moment. Black depth is unsophisticated but contrast, colour and cinematic appeal are well beyond the competition. It's a great starter projector for a budget home cinema set-up.
Read our Epson EH-TW7000 review

BenQ W2700 4K HDR projector was £1499

BenQ W2700 4K HDR projector was £1499 now £1299 at Richer Sounds (save £200)
BenQ has a knack for serving up fun and compact 4K projectors that bring cinematic flair to your home cinema. This plucky projector looks to follow suit with the company's other sets, and at £200 off, it's even more tempting. 
Read our BenQ W2700 review

Optoma UHZ50 was £2699

Optoma UHZ50 was £2699 now £1799 at Amazon (save £900)
While not the most subtle projector out there, the UHZ50 produces a sharp, clean and punchy image, making it a solid choice if you’re in the market for a 4K projector – particularly at this price.
Read our Optoma UHZ50 review

The best Prime Day hi-fi deals

KEF LSX II  was £1199

KEF LSX II was £1199 now £999 at Amazon (save £200)
This wireless all-in-one system sequel is just as appealing and sounds even better than before. It's taken what was already a winning formula and introduced some key upgrades that improve functionality – and remains a talented set-up that sings with any genre of music sent its way. This fantastic discount across all finishes makes this an even more appealing buy.
What Hi-Fi? Awards winner
Read our
KEF LSX II review
Deal also at
Richer Sounds, Peter Tyson and Sevenoaks

Cambridge Audio Evo 75  was £1799

Cambridge Audio Evo 75 was £1799 now £1499 at Richer Sounds (save £300)
A talented box packed with streaming smarts and physical connectivity, the Evo 75 looks appealing and sounds exciting. Partner it with a good pair of speakers and you've got an excellent, modern streaming system – and at even better value with this deal.
Read our Cambridge Evo 75 review

Chord Mojo 2 DAC was £495

Chord Mojo 2 DAC was £495 now £395 at Amazon (save £100)
A superb DAC that transforms your laptop/headphone-based music listening. With unparalleled transparency, a lively, open sound and plenty of customisation options (not to mention a tidy compact size), it's the absolute best portable or desktop DAC solution in this price region by a country mile. Snap it up at this hefty discount price.
What Hi-Fi? Award winner
Read our
Chord Mojo 2 review

Marantz PM7000N was £1199

Marantz PM7000N was £1199 now £649 at Richer Sounds (save £550)
A huge £550 saving on a former What Hi-Fi? Award 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.
Read our Marantz PM7000N review

AudioQuest DragonFly Cobalt was £269

AudioQuest DragonFly Cobalt was £269 now £199 at Amazon (save £70)
Any money off this excellent, multi-Award-winning DAC is welcome and this is a sizable discount. Want to boost your laptop, PC or mobile sound? This dinky USB device will do it tenfold. What Hi-Fi? Award winner
Read our
AudioQuest DragonFly Cobalt review

Audio-Technica AT-LP5x  was £349

Audio-Technica AT-LP5x was £349 now £315 at Amazon (save £34)
Audio-Technica’s original AT-LP5 turntable was a winner. This LP5x model now comes with an easier-to-fit cartridge, and a built-in phono stage for both MC and MM. And it even sounds a little cleaner than its predecessor. Winner again. Read our Audio Technica AT-LP5x review

The best Prime Day home cinema deals

Chromecast with Google TV (4K) £60

Chromecast with Google TV (4K) £60 £44 at Amazon (save £16)
Now you didn't just think the Fire TV streamers were on sale, did you? Amazon says there's nothing wrong with a bit of friendly competition with this Chromecast deal, as the five-star, Award-winning streamer offers 4K HDR streaming for well under £50.
What Hi-Fi? Award winner
Read our full
Google Chromecast with Google TV review

KEF Q350 AV 5.1 was £2210

KEF Q350 AV 5.1 was £2210 now £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.
Read our KEF Q350 AV 5.1 review

Marantz SR7015 11.2ch 8K AVR was £1799

Marantz SR7015 11.2ch 8K AVR was £1799 now £899 at Peter Tyson (save £900)
Not one we've tested but this nine-channel amp looks like a good starting place for 3D audio and decent quality home cinema sound. It supports Dolby Atmos in up to a 5.2.4 configuration, DTS:X and Auro 3D surround-sound formats.

Denon AVC-X6700H AV Amplifier was £2299

Denon AVC-X6700H AV Amplifier was £2299 now £1499 at Sevenoaks (save £800)
This 2021 Award-winner sounds simply superb, with impressive scale, detail and expression. Alongside its class-leading sound, there's a new HDMI section which includes three HDMI 2.1-certified outputs enabling full support for 8K at up to 60Hz and 4K at 120Hz.
Read our Denon AVC-X6700H review

Marantz SR8015 11.2ch 8K AVR  was £3199

Marantz SR8015 11.2ch 8K AVR was £3199 now £1799 at Peter Tyson (save £1400)
Save on this flagship 8K AVR from Marantz. It supports Dolby Atmos in up to a 7.1.4 configuration, DTS:X and Auro 3D surround sound formats. It includes HDMI 2.1 features and claims a power output of 205 watts per channel. Not one we've tested but a reliable brand.

Q Acoustics 3010i cinema pack was £966

Q Acoustics 3010i cinema pack was £966 now £726 at Sevenoaks (save £240)
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.

Amazon Prime Day FAQ

What is Amazon Prime?

Prime Video displayed on a TV

(Image credit: Amazon)

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, plus 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 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 Prime Day 2023 started at 00:01 BST on Tuesday 11th July, and lasted for 48 hours.

When does Amazon Prime Day 2023 end?

Once again, Prime Day was a 48-hour event. So the sales were officially live until Wednesday 12th July at 23:59. Though some deals stick around longer than that.

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, and, of course, check our reviews to make sure the product is worth buying at all!

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 Hi-Fi.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 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 discounts of up to 60 per cent – but there are deals on headphones, TVs, Bluetooth speakers, cables, hi-fi, smartphones and more. 

Basically, you can expect price drops on some of the best headphones and best wireless speakers (and every tech category in between) on the market, from big brands such as Sony, Samsung, Bose, JBL and Bang & Olufsen to smaller consumer electronics names.

Even the odd Apple and Sonos product makes it in there.

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.

Amazon is also trying something new for 2023...

What are Prime Experiences?

New for 2023, Prime Experiences will offer Prime members in the UK the chance to buy "limited-edition, once-in-a-lifetime" experiences during the sales event.

Currently, Amazon has confirmed just one – a trip to the set of Neighbours in Australia. “One lucky Prime member will have the opportunity to take a trip to Erinsborough with a friend, meet their new Neighbours and stroll through world-famous sets as seen on TV. The full list of Prime Experiences and famous faces taking part will be announced in the run-up to Prime Day. Each experience will be paired with a great value Prime Day product and available as a limited, one-off purchase during Prime Day,” says Amazon.

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.

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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  • Friesiansam
    I can't help wondering, how much has Amazon paid Future PLC? All their sites are awash with Amazon Prime Day articles.
    Reply