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

Amazon Prime Day 2023: 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 plenty of deals going around.

They'll be on all kinds of devices too, from headphones and soundbars to tablets, TVs and Bluetooth speakers. If it creates sound or vision, chances are it'll have a mega 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 cent? We'll answer all of these and more below...

What is Amazon Prime?

What is Amazon Prime?

(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 $14.99 a month, our $139 if you pay yearly (saving you $40.88 compared to paying monthly). Students pay $7.49 a month or $69 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 a free trial, too. Sign up here, 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 all the deals, then cancel your trial before the 30-day period ends and not be charged the fee for Prime. Not that we would condone such behavior, of course.

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

What is Amazon Prime Day?

Prime Day – Amazon's take on Black Friday – began in 2015 as a celebration of the retail giant'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's Prime free trial gives you the option to sign up, bag a few bargains on Prime Day, and cancel your membership without paying a penny. Go 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 we would expect it to end 48 hours after it begins.


(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 $14.99 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. 

What discount is offered on Prime Day?

All sorts. Amazon's own devices are always among the most heavily discounted – last year saw 60 per cent off – 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 Prime Day discounts. 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. For more on Prime benefits, read this.

Is Amazon Prime Day sale for everyone?

It is, as long as they have Prime. No Prime, no deals. You can pay for Prime monthly ($14.99) or yearly ($139).

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 devices.

Amazon's own Echo devices were slashed by up to 60 per cent, for example, while its Fire TVs started as low as $90. Beats headphones had as much as 43 per cent off, and the LG SP8YA Dolby Atmos soundbar was reduced by $420

Sony headphones always do well in big sales like Prime Day, and last year was no different. The Award-winning WH-1000XM4 wireless headphones dropped by $122, while LG's Award-winning C1 OLED TV was discounted by $500 at the 48-inch size. 

Fans of 'proper' hi-fi weren't left out either. The Award-winning Marantz PM6007 amplifier was slashed by $338, and Elac's excellent Debut 2.0 B6.2? By $160. Now those are savings you can believe in.

Check out some of the best deals from Prime Day 2022 below.

The very best Prime Day deals 

LG OLED48A1 $1200

LG OLED48A1 $1200 $797 at Amazon (save $403)
LG's A1 is an excellent cheap OLED for movies and TV. Features include Dolby Atmos, Dolby Vision IQ, Filmmaker Mode and Cinema HDR. 

Amazon Echo Show 5 $85

Amazon Echo Show 5 $85 $35 at Amazon (save $50)
Want a five-star Alexa smart speaker with the added bonus of a video screen? The Echo Show series is just the job. And at this ridiculously low price (better than last year's), why wouldn't you choose to have one?

Amazon Echo Dot 4th Gen $50

Amazon Echo Dot 4th Gen $50 $20 at Amazon (save $30)
This 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 Fire TV Stick $40 $17 at Amazon (save $23)
This mid-range streaming stick promises Full HD streaming, Dolby Atmos support for more immersive sound and Alexa voice controls. Save 57% on this fantastic streamer for Prime Day.


Amazon Fire TV Stick Lite $30 $12 at Amazon (save $18)
Fire TV Stick Lite is an even more affordable way to stream in full HD. It's 50 per cent more powerful than the previous-generation Fire TV Stick, and features HDR support. At this price, why wouldn't you?

Sony WH-1000XM4 wireless headphones:  $350

Sony WH-1000XM4 wireless headphones: $350 $228 at Amazon
Not the latest premium Sony headphones (that'd be the pricier XM5) but these are still hugely recommendabe – especially at this price. They sound excellent, are comfortable to wear and sport decent ANC.

Sony WH-1000XM4 wireless earbuds:  $278

Sony WH-1000XM4 wireless earbuds: $278 $198 at Amazon
Current class leaders, these earbuds deliver a satisfying user experience, class-leading battery life, some of the best noise-cancelling we’ve heard in this category, and absolutely stunning sound quality. Put simply, this is the benchmark for premium true wireless earbuds.

Sony WF-C500 wireless earbuds:  $98

Sony WF-C500 wireless earbuds: $98 $58 at Amazon
In the WF-C500, Sony has managed to bring a lot of what makes its expensive true wireless in-ears such a success without cutting too many corners too obviously – and in the process, it has made your job of choosing a great budget pair that little bit easier.

AKG Y500 Wireless

AKG Y500 Wireless $150 $43 at Amazon (save $107)
"Juggling good sound quality, clever features, durable build quality and attractive design in equal measure is no mean feat, but AKG pulls it off while making it look easy" – that's what we said of these wireless on-ears under intense review.

Shure Aonic 50 $399

Shure Aonic 50 $399 $249 at Amazon (save $150)
Given this is new ground for Shure, the Aonic 50 are a solid first attempt at a pair of wireless noise-canceling headphones. They aren't quite as engaging as the Sony and Sennheiser class leaders, but they do offer outstanding levels of detail, clear and clean delivery and solid bass.

Apple AirPods Max $549

Apple AirPods Max $549 $439 at Amazon (save $110)
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.

AirPods Pro $250

AirPods Pro $250 $170 at Amazon (save $75)
We called the AirPods Pro "exceptionally comfortable" and praised their "strong noise-cancelling and balanced, easy-going sound". Now, they're even better thanks to spatial audio support, and this is a great price for the AirPods Pro.

Bose QC45 headphones $329

Bose QC45 headphones $329 $229 (save $100)
With hard-to-beat effective noise cancellation, a 24-hour battery life and a truly comfortable build, if you're looking for a deal on your next long-haul flight companion, you may have just found it. 

Bowers & Wilkins PX7 $400

Bowers & Wilkins PX7 $400 $279 at Amazon (save $120)
In our review we praised the PX7's "lively, insightful sound", "three-tiered noise cancellation" and "sophisticated, comfortable design", leaving us no choice but to award them a coveted five stars, even at the asking price of $400. Now, they're a bargain with this big saving in the Prime day sales.

LG OLED48C1:  $1297

LG OLED48C1: $1297 $797 at Amazon (save $500)
LG's OLEDs are some of the best in the business. The C1 has excellent tonal detail, an exciting picture, and it's great for gaming. If you want an OLED TV, look no further than the C1 at less than $800 with this deal.

LG OLED65C1: $2500

LG OLED65C1: $2500 $1549 at Walmart (save $951)
The C1 OLED boasts excellent detail and clarity, deep, inky blacks, buttery-smooth 120Hz playback, and excellent HDR. A fantastic TV with a hugely tempting (and reduced) price tag.

Elac Debut 2.0 B6.2  $399

Elac Debut 2.0 B6.2 $399 $239 at Amazon (save $160)
The B6.2 speakers take what we loved about their Award-winning siblings and build on it with an even fuller-bodied and more mature presentation. If you want a faithful representation of what the rest of your system can do, the Elac Debut 2.0 B6.2 speakers will deliver just that.

Klipsch R-41PM Bluetooth $499

Klipsch R-41PM Bluetooth $499 $249 at Amazon (save $250)
Very well-equipped powered bookshelf speakers by Klipsch that offer an integrated phono pre-amp, Bluetooth, digital optical, analog RCA and USB inputs. Now with 44% off.

Triangle Borea BR08 $1399

Triangle Borea BR08 $1399 $900 at Amazon (save $500)
If you don't mind a white finish, these Triangle floorstanders are an absolute bargain at Amazon right now. They’re happy playing all genres of music and do it with a charm that’s addictive and, indeed, class-leading. What Hi-Fi? Award winners

Elac Debut 2.0 5.1 cinema pack $2180

Elac Debut 2.0 5.1 cinema pack $2180 $1806 at Amazon (save $351)
This five-star Elac Debut 2.0 speaker package is also available at a significant discount. It's a classic-looking and beautiful sounding system offering some genuine home cinema refinement.


LG SP8YA Dolby Atmos soundbar $800 $395 at Amazon (save $405)
This Dolby Atmos soundbar with a wireless sub has many of the same connections and features as LG's higher-end models, including eARC, HDMI 2.1 input, optical connectivity, Bluetooth and wi-fi, Chromecast and Airplay 2. Sonically this 3.1.2 package punches above its weight with a broad, vibrant soundstage that can easily match the cinematic scale of larger screens. It can also be upgraded to 5.1.2 by the addition of the SPK8 2.0 surround kit 

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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