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Amazon Prime Day 2021: date, deals and what we know

Best Amazon Prime Day UK deals still available
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Last year's best Prime Day deals

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(Image credit: Amazon)

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6. Home cinema deals
7. Apple deals

Amazon Prime Day looks set to return to its usual programming for 2021, with the first rumours suggesting the date could fall in June. 

Last year Prime Day was pushed to October, as Amazon's summer was spent concentrating on filling demand caused by the Covid-19 pandemic. In previous years, Prime Day has fallen in the middle of July so it would make sense for things to return to normal in 2021 - as we all try to slowly do just that.

Whenever it lands, expect Amazon to once again offer best-ever prices on its own Echo voice speakers, Fire TV sticks and Fire tablets. Of course, thousands of other products across the site will be on sale, as Amazon aims to steal a march on the traditional end of year sales around Black Friday and Cyber Monday.

Amazon said that last year Prime members saved more than $1.4 billion during Prime Day with sales up 60% year-on-year, with more of us than ever turning to online retailers. Big Prime Day sellers included the Echo Dot, Fire TV Stick 4K with Alexa Voice Remote, iRobot Roomba Robot Vacuum, LifeStraw Personal Water Filter, and Lego Star Wars Stormtrooper Helmet.

When is Amazon Prime Day 2021?

Prime Day 2020 was an outlier for Amazon, taking place on 13th and 14th October. The year before the two-day event had got under way on 15th July, while back in 2018, it was a 36-hour event that happened on 16th July. 

Now it seems Prime Day 2021 may fall even earlier in June. As yet, Amazon has not confirmed the official date, so we will have to watch this space.

What is Amazon Prime Day?

Prime Day is Amazon's take on Black Friday. While every online retailer gets involved in the now annual Black Friday bargain bun fight, Prime Day is all about Amazon.

The special day of deals is a members-only affair, so you'll need to be a Prime member to take advantage of the offers. Thanks to Amazon's 30-day Prime free trial, there is always the option to sign up, bag a few bargains, and then cancel your membership. 

Prime members are then able to take advantage of limited time only 'Lightning deals' as well as broader Prime Day deals across the site.

Amazon promises new deals every few minutes, with the deals dropping on the website and on the Amazon app (which gave members an early heads-up on the deals). 

Prime Day will take place in the UK, US, India, United Arab Emirates, Spain, Singapore, the Netherlands, Mexico, Luxembourg, Japan, Italy, Germany, France, China, Canada, Belgium, Austria, Australia, Turkey and Brazil.

Prime Day 2020: what happened

So what did we learn from Prime Day last year? Well, there were more than a million deals, with Amazon choosing to focus on the success of small and medium-sized businesses - perhaps diverting eyes from quite how much money the company must have made for itself. 

Independent third-party sellers surpassed $3.5 billion in sales on Prime Day, a nearly 60% increase over Prime Day 2019, growing even more than Amazon’s retail business.

The Echo Dot was the most popular item purchased on Prime Day globally, while in the UK the most popular products included the Bose QuietComfort 35 (Series II) wireless headphones, Shark Upright Vacuum Cleaner, Celebrations Chocolate Bulk Box, Halloween Party Bag Fillers, Oral-B Smart 6 6000N CrossAction Electric Toothbrush.

You can see the best Prime Day deals from last year below, many of which are still available – and at even better prices.

Still in the mood for shopping? Check out the best deals right now via the links below.

Last year's best Prime Day deals

Prime Day TV deals

Sony KD-43X7052 43-inch 4K TV £599 £467 at Amazon
The X70 was Sony's entry-level 4K TV last year, an edge-lit model that supports HDR10 and HLG. We've not tested it yet, but Sony's track record suggests that even its lowest-end models are worth considering, particularly when discounted.View Deal

Prime Day headphones deals

Bose QuietComfort 35 II £330 £229 at Amazon
Impressive Bose noise-cancelling wireless headphones that are great on-the-go – and we said that at their original price. And they had a huge Prime Day discount, making them an absolute steal.View Deal

AirPods 2 + Charging Case £159.00 £124.99 at Amazon
The 2nd-gen AirPods with charging case are now £35 off. This is a healthy saving considering they're rarely discounted, so you'd better snap them up while the deal is still live.View Deal

Sony WH-H910N noise-cancelling headphones £250 £179 at Amazon
These headphones were discounted more heavily last Prime Day but still have a healthy discount right now.View Deal

Sony WH-1000XM3 headphones £330 £235 at Amazon
2019 Award winner. These superb Sonys may now have a successor in the form of the new WH-1000XM4, but these are still excellent buys – especially for their price, which is only getting lower.View Deal

AKG N60NC wireless headphones £200 £105 at Amazon
2019 Award winners. "They are compact, convenient and affordable - in fact, they're one of the best wireless headphones we've heard at the money". That's what we said of these great cans on review – and that was at the asking price of £200.View Deal

Sony WF-1000XM3 wireless earbuds £230 £169 at Amazon
2020 What Hi-Fi Award-winners, the WF-1000XM3s combine effective active noise-cancelling with a real sense of musicality. Our favourite truly wireless earbuds, now well discounted.View Deal

Prime Day speaker deals

Sony SRS-XB12 £60 £25 at Amazon
More than 50 percent off and even cheaper than on Prime Day? Yes please. This dinky little Sony number is waterproof, so will handle a downpour, and mud-proof, should you drop it. You can pair two of the blighters together for stereo sound. And with this discount, why not buy two?View Deal

JBL Go 2 £30 £17.99 at Amazon
Speakers don't come much more portable than this little number. It's very affordable – especially now – sounds great, and comes in a range of bright, pearlescent colours. Small, bright and fun – it really is hip to be (almost) square.View Deal

Prime Day tablet deals

Apple iPad Mini 64GB wi-fi £379 £369 at Amazon
It doesn't matter whether you want the space grey, silver or gold model – they're all on sale. You can currently save a small but significant £21 on this iPad Mini with 64GB storage.View Deal

Apple iPad Mini 256GB wi-fi £549 £500 at Amazon
Want to treat yourself to a little more onboard storage? How about four times as much? You can currently save £49 on the 256GB wi-fi-only iPad mini at Amazon. View Deal

Prime Day hi-fi deals

Astell & Kern A&norma SR15 hi-res player £599 £399 at Amazon
A 2019 What Hi-Fi? Award winner, the pedigree of this hi-res portable music player is unquestionable. This £200 saving only makes it an even more incredible prospect.View Deal

Prime Day home cinema deals

Yamaha YAS-207 soundbar £350 £299 at Amazon
You can now save a packet on this five-star 'bar from Yamaha – a deal so good, it even rhymes! It's a clear step above entry-level models in terms of quality, with a detailed and spacious soundfield and tight, tonally balanced delivery. Take advantage of Bluetooth connectivity and the soundbar's single 4K-compatible HDMI input.View Deal

Sonos Beam soundbar with Alexa £389 £379 (White) at Amazon
Sonos's soundbar adds some audio oomph to your films, TV shows and games. Voice control comes as standard, plus like other Sonos speakers, it plays nice with other devices too. A great home cinema upgrade.View Deal

Prime Day Apple deals

AirPods 2 + Charging Case £159.00 £125 at Amazon
The 2nd-gen AirPods with charging case are now £35 off. This is a healthy saving considering they're rarely discounted, so you'd better snap them up while the deal is still live.View Deal

AirPods 2 + Wireless Charging Case £199 £159 at Amazon
Prefer to have the wireless charging case? You can still make a saving with £41 off the retail price at Amazon UK.View Deal