When do the Amazon Prime Day 2023 deals officially start?

When do the Amazon Prime Day deals officially start?
(Image credit: Future)

You've probably heard that Amazon Prime Day is coming. Fast. 

One of the biggest sales events of the year kicks off next week, but with international time differences and some early deals already live, the actual start time can be a bit confusing. When does it actually start? And when do the deals go live?

Allow us to explain.

Amazon Prime Day takes place on Tuesday 11th and Wednesday 12th July 2023. Precise start/finish times are as follows:

  • UK (BST): 11th July 00:01am to 23:59pm 12th July
  • US (ET/PT): 11th July 3am (ET) / 00:00am (PT) to 2:59am (ET) / 23:59pm (PT) 12th July
  • Australia (AEST): 11th July 00:00am to 17:00pm on 13th July

Those lucky Australians get an extra-long sale, because the deals stay live until the US event ends.

The eagle-eyed among you may have spotted some deals are already live. That's because Amazon is building anticipation for the event with some early bargains. These are mostly for its own devices and services – rest assured we'll see plenty more deals come the big day.

Here are the best early deals so far.

Sony XR-55A80L 2023 OLED TV £2399

Sony XR-55A80L 2023 OLED TV £2399 £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 model you want, this is a great choice.

LG OLED42C2 2022 OLED TV  £1399

LG OLED42C2 2022 OLED TV £1399 £999 at Amazon (save £400)
LG's first 42-inch OLED TV has had 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.

4 months Amazon Music Unlimited

4 months Amazon Music Unlimited £44 FREE
Make a massive saving on Amazon's dedicated streaming platform for 4 whole months up until July 13th. Normally £10.99 /$10.99 a month (£8.99 /$8.99 for Amazon Prime members), you can now save more than £40 /$40 with this deal.

JBL Flip 6 was £119

JBL Flip 6 was £119 now £99 at Amazon (save £20)
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.
Five stars

Samsung QE55S95B 2022 QD-OLED TV  £2399

Samsung QE55S95B 2022 QD-OLED TV £2399 £1169 at Amazon (save £1230)
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 S95B. This is one of the best TV deals you're ever going to find.

Sony WF-C500 £

Sony WF-C500 £90 £49 at Amazon (save £41)
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? Award winner

Sony XR-42A90K 2022 OLED TV  £1899

Sony XR-42A90K 2022 OLED TV £1899 £1468 at Amazon (save £431)
Sony's first 42-inch OLED is a high-end treat, particularly if picture authenticity is your priority. It sounds great by TV standards, too. The 42-inch LG C2 is still overall the better buy, given its much lower price, but there are many who will feel it's worth spending the extra on this Sony.

Bose Noise Cancelling Headphones 700 £350

Bose Noise Cancelling Headphones 700 £350 £265 at Amazon (save £85)
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. Four stars

Bowers and Wilkins Panorama 3 £899

Bowers and Wilkins Panorama 3 £899 £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  £1899

Sony XR-48A90K 2022 OLED TV £1899 £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.


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Joe Svetlik

Joe has been writing about tech for 17 years, first on staff at T3 magazine, then in a freelance capacity for Stuff, The Sunday Times Travel Magazine, Men's Health, GQ, The Mirror, Trusted Reviews, TechRadar and many more (including What Hi-Fi?). His specialities include all things mobile, headphones and speakers that he can't justifying spending money on.

  • Friesiansam
    Who cares? Most of the alleged deals, are just cheap rubbish they can't sell and, never assume Amazon is cheapest, shop around. I found some of the items in this article, at better prices elsewhere.