When is Amazon Prime Day 2026? A shopping editor's top tips for finding the best deals on home, beauty and fashion essentials

Rumour has it that Amazon Prime Day 2026 will take place in June, a little earlier than usual, although the exact dates have yet to be announced.

The Amazon Prime Day sale offers thousands of exclusive discounts across home, tech, fashion, beauty and more – all available to Prime members (including those on a 30-day free trial).

If past years are anything to go by, we’re especially looking forward to standout savings on home and kitchen upgrades – think everything from the steam cleaners we rate to the best food processor – along with beauty and skincare favourites like tried-and-tested self tan and top-performing hairdryers. I've also got my eye on the latest health gear from the fitbits we've reviewed to the weighted vests our health editor recommends, and those reliable fashion staples, like the ultimate white trainers, that you end up wearing on repeat.

When is Amazon Prime Day 2026

The date has not yet been announced.

Amazon Prime Day takes place every summer, usually in mid-July, but this year's event is rumoured to be taking place in June. As soon as Amazon confirm the date of this year's sale, we'll update this page to share the news.

In recent years, Amazon has expanded its Prime Day sale to run for around four days.

A shopping editor's top tips

I’ve covered Amazon Prime Day sales since they began in 2015, and if there’s one thing I’ve learned, it’s that it pays to shop the sale with a game-plan.

Forget scrolling endlessly or chasing lightning deals – the best way to make the most of the sale is to use it to stock up on things you'd be buying anyway, or to upgrade the things you already own that genuinely make life easier. For me, that might be a newer model of a kitchen appliance that already saves me time, a beauty or skincare product I swear by, or a seasonal upgrade of something I love that no longer quite does the job, whether that’s a new cordless straightener, my favourite Adidas trainers, or a new set of pillows.

Perhaps this is just me, but I turn 50 this summer, and I find I'm no longer easily wowed by fleeting, so-called deals on things I'll later regret or end up consigning to a cupboard. I’m much more interested in high-quality, exceptional comfort, and things that actually deliver real results. If you're careful, Prime Day is an excellent opportunity to invest in those small 'life upgrades' that make a big difference – from wellness-focused tech that helps you keep track of your health, to simple home buys that take a bit of the effort or drudgery out of daily routines.

One tip I'm forever sharing is the importance of saving items in advance. Pop the things you're thinking of buying in your Amazon basket or add them to your wishlist now, ahead of the sale, and it'll be easy to see when prices drop – and whether a deal is genuinely worth it. It also helps you avoid that last-minute rush where everything – even stuff you don't need – starts to look like an unmissable bargain.

My other hot Prime Day tip is this: if you've had your eye on something a bit spendy for a while – especially bigger purchases like a coffee machine – this is often when you’ll find some of the best prices of the year.

Do Amazon Prime Day deals change each day?

Yes, deals change constantly during Amazon Prime Day, which catches out many shoppers.

Amazon's stock levels tend to fluctuate during key sales events, and once popular items sell out, the deal usually ends. That’s why acting quickly during Amazon Prime Day matters – waiting too long can mean missing out.

This is especially true for Lightning Deals, which are limited-time offers that sell out fast. These flash discounts are some of the most competitive of the Amazon Prime Day sale, rewarding shoppers who are quick to click.

Is Amazon Prime Day worth it?

Is Amazon Prime Day worth it?

Yes – Prime Day can be a great opportunity to save, especially if you shop with a plan.

It tends to be most worthwhile if you’re:

• Stocking up on items you already need and will buy anyway
• Upgrading tech or home appliances
• Making an early start on your Christmas shopping

That said, not every Prime Day deal is the lowest price you’ll see all year. Some shoppers prefer to wait for Black Friday in November, when competition between retailers can drive prices even lower.

How often is Amazon Prime Day?

Amazon Prime Day is an annual shopping event for Prime members, that usually takes place in July. Originally a one-day online sale – launched in 2015 to celebrate Amazon’s 20th anniversary – it quickly grew in popularity and became a major 48-hour annual event. In 2025, the summer Prime Day sale ran for an extended four-day period.

While there’s technically only one official Prime Day sale each year, Amazon now hosts two other major sale events with a similar format. One is the Black Friday sale, which takes place at the end of November.

The other is Prime Big Deal Days, Amazon’s autumn shopping event, which takes place in October. It offers Prime-exclusive deals and serves as a warm-up to the Black Friday sales.

Do you have to be a Prime member to shop the Prime Day sale?

Yes, the Prime Day and Prime Big Deal Days sales are major perks of being an Amazon Prime member, with exclusive access to the biggest discounts. That means you need an active Prime membership to take advantage of the deals.

If you'd rather not commit to a monthly or annual subscription, Amazon offers a 30-day free trial that gives full access to all Prime benefits, including the sale. It’s a great option to keep in mind for future events such as Black Friday or the next Prime Day sale in the summer.

Prime Day vs Black Friday – which is better?

The answer really depends on what you're buying.

If you’re shopping for Amazon-specific products, Prime Day is hard to beat.

Generally speaking, Prime Day tends to beat Black Friday for deals on:

• Amazon Echo, Fire TV and Kindle devices
• Everyday household essentials
• Mid-range tech and accessories

Black Friday, however, usually has bigger and better deals on high-end electronics and larger appliances.

Finally, it's not too soon to start planning ahead, so get thinking about what you want to buy so you can take full advantage of the sale when it lands. A little preparation now makes it much easier to spot genuine bargains, and snap up the Prime Day deals that will actually make a difference day to day.