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When is Amazon Prime Day 2023? What date the sales start and the best early shopping deals

The date of Amazon Prime Day changes every year, so it can be hard to predict

Amazon Prime Day is almost here, and it is a great chance to grab a bargain.

If there’s something you have had your eye on for a while, then it might be a good time to splash the cash and invest when prices are low.

When is Amazon Prime Day?

Amazon Prime Day 2023 takes place from 12.01am on Tuesday 11 July to 11.59pm on Wednesday 12 July.

The date changes every year.

To take part in Amazon Prime Day you need to be a member of Amazon Prime, which costs £8.99 a month in the UK. You may be able to sign up for a trial if you haven’t been a member in the last 12 months.

What can shoppers expect from Amazon Prime Day 2023?

Big discounts on everything from skincare to mattresses, gaming to air fryers.

Major brands expected to participate include Apple, Nintendo, Tefal, Samsung, Shark, Philips, Elemis, Garnier, Sony and Bose.

Some of the most significant discounts on offer are expected to apply to Amazon-branded products, such as the Echo Dot and Fire TV Cube.

Music fans can also expect discounts or freebies from Amazon Music, Amazon Fresh – the shopping platform’s supermarket – and Audible, Amazon’s online audiobook and podcast service.

What early deals are there?

Some deals are already emerging – here are just some of the stand out offers.

How can I tell if I’m getting a good deal?

Price tracker sites such as and are a great way to work out if that bargain you’ve spotted is actually competitive.

These price comparison sites compared discounted prices to original RRPs, as well as showing the retailer offering the best rate on a particular product.

Shoppers have also been warned that they may be paying above the odds for items as a result of prices being gradually increased throughout the year.

Reena Sewraz, senior shopping and money editor at the consumer group Which?, said: “Amazon Prime Day might give members exclusive access to discounts, but shoppers should be aware that not every deal is worth jumping on.

“Don’t be rushed into making an impulse purchase. Think about what you genuinely want, need, and can afford. It’s also worth checking product reviews and researching the item’s price history [which] will help ensure you stay within budget and get the best value for money in the sales.”

How do I sign-up for Amazon Prime?

Amazon Prime members will be eligible for the best deals, so if you’re not already a Prime member, it’s worth signing up.

Membership in the UK costs £8.99 per year, or £95 for the entire year, but you may be entitled to a free 30 day trial – check your eligibility here.

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