Predictions & How To Get Best Deals

Prime Day marks Amazon’s biggest sales event of the year with thousands of discounts across laptops, tablets, phones, TVs, wearables and more. While the event originally lasted a day, recent years have seen it grow into a two-day event.

Last year, Prime Day kicked off at midnight, 13 October, and lasted until 14 October. The autumn date was an anomaly, given Amazon usually holds Prime Day in July. However, logistical delays caused by the pandemic forced the e-commerce giant to postpone the event to later in the year.

The change was welcome news for customers looking for discounts ahead of Black Friday and the holiday season. Amazon reports customers saved over US$1.4 billion over the two-day sale.

This however leaves the question open: When exactly is Prime Day 2021? And more importantly, how can you get the best Prime Day deals? We’re keeping up with all the latest Prime Day-related news right here.

When is Amazon Prime Day 2021? 

In its Q1 2021 earnings call, Amazon revealed it will hold Prime Day in June, though the exact date remains unconfirmed. We’ll update this article as soon as we know.

This is in line with rumours from earlier this month from Recode (Vox Media), which had spoken with “multiple internal and external sources” at Amazon to gauge a June Prime Day.

Amazon Prime Day usually takes place in July, so it’s unclear why Amazon has changed the date to June.

It’s possible Amazon may want to counter potential losses as lockdowns begin to ease and more people spend time outdoors or shopping on the high street – options that weren’t available last year amid the pandemic. Amazon tripled its profits in the third quarter of 2020 following its October Prime Day, and saw a 37% increase in earnings. If you want figures, that’s a net income of US$6.3 Billion, compared to US$2.1 Billion in 2019. That’s undoubtedly a high bar to overcome.

Also see: Will Prime Day 2021 be worth it?

What is Amazon Prime Day?

Prime Day is a major sale event hosted by Amazon that offers exclusive discounts to its Prime members. Amazon launched its first Prime Day in the summer of 2015, to celebrate its 20th birthday. Prime Day 2021 will be the company’s seventh such event.

Some of the most popular tech categories on Amazon during Prime Day 2019 were video game consoles and headphones, while some of the top-selling products were Amazon’s own Echo Show and Echo Show 5, and the Fire 7 tablet. The PlayStation Classic and Oral B electric toothbrushes were also popular purchases.

Customers need to have a Prime membership to access Prime Day promotions or deals. Here’s our step-by-step guide on signing up, or go to Amazon now to get its 30-day free trial.

The Amazon Prime service started out as a way to get unlimited next-day delivery, but quickly evolved to include additional benefits such as access to Amazon’s Netflix rival service, Prime Video, Twitch gaming, Prime Now and more. Here’s everything you need to know about Amazon Prime benefits. 

Prime Day deals we expect
Amazon devices are almost certain

Last year, Amazon kicked off big discounts on its own Echo and Kindle devices (see last year’s discounts below). We suspect we’ll see similar discounts this year across its Echo, Fire, Kindle, and Blink devices too.

We also expect Amazon will launch extended trials of its services such as Amazon Music HD, which already has an extended 3-month trial right now, and Audible. In March 2021, Amazon had a promotion that included three months of Audible for 99p. We wouldn’t be surprised to see this offer return.

Last year’s Amazon device deals: 

Expect a big push towards third-party sellers

Prime Day 2020 marked the biggest sales for small and medium businesses on Amazon, which form the bulk of the retailer’s third-party sellers – sales surpassed US$3.5 billion over Prime Day last year, a 60% increase from the previous year.

It helps that Amazon held a promotion just before Prime Day 2020, that gave customers who spent £10 on small businesses a £10 credit to spend during Prime Day. We suspect Amazon may have a similar promotion this year.

We expect mega Fitbit and Apple deals

Amazon often has the most competitive Fitbit offers. We’ve seen it discount new Fitbit models relatively soon after launch, like the £299 Fitbit Sense which had £30 off for Cyber Monday – roughly two months after the product’s September launch.

While all of the Amazon Prime Day deals will be available to see here when the day comes, we’re constantly curating the very best deals from Amazon and beyond in our best deals section. 

We’ve also seen some incredibly general discounts on Apple devices from Amazon recently, including up to £100 off the new iPhone 12 mini and £130 off the 4G iPad Air 4, which only launched last year.

Amazon also shaved £106 off the M1 Macbook Pro last December, just a month after the device launched. Now that the M1 is available on the iMac, and iPad Pro devices, it’s possible we might see discounts on those too by the time June rolls around. Amazon may also have even deeper discounts on the previous generation iPad Pro. 

Here’s where you can buy the new M1 iMacs and M1 iPad Pros. 

Below are some of the best deals across the internet right now. We’ll keep you posted on the best Prime Day 2021 deals below when the day arrives. 

1. Google Pixel 4a (6GB RAM, 128GB)

From: Currys PC World

Was: £349

Now: £299  (£50 off, with 5 months of Apple Music)

The simplicity of Android as Google intended paired with simple but effective hardware, an impressively capable camera, a clean design and an OLED display – the Pixel 4a is a wonderfully well-rounded package and now comes with £50 off from Currys, along with 5 months of Apple music for new and returning customers. Amazon has the same discount but without the Apple Music offer.

2. Oppo Find X3 Neo

From: Carphone Warehouse

Was: £699

Now: £599  (£100 off)

The Find X3 Neo has £100 off from Carphone Warehouse. This 5G-enabled phone offers a strong low-light camera and super-fast wired charging.

3. Voxi 15GB data with Endless Social Media & Video

From: Voxi

Was: (was 15GB data)

Now: £15 per month

We’ve checked, and it’s a very good deal with unlimited social media and video streaming including unlimited access to TikTok!

4. Apple MacBook Air, M1, 8-core CPU, 7-core GPU, 256GB (2020)

From: AO on eBay

Was: £999

Now: £844.55  (£141.15 off with PROMOFIVE)

An earlier discount knocked £168 off the MacBook Air with the M1 chip on AO’s eBay store, while that’s ended, the current offer is still the cheapest price around for the MacBook Air with M1. See the best MacBook Air deals of the month.

5. Ivacy five-year VPN subscription

From: Ivacy

Was: $597 ($9.95 per month)

Now: $80 – approx. £57.60 ($1.33 per month – approx 96p)  (87% off)

Ivacy’s current deals aren’t worth shouting about. But this ‘secret’ deal is. It’s one of the best around, knocking 87% off the usual monthly price. To get it, follow the link above on a desktop web browser, and move your mouse cursor off the page and onto your browser’s top bar. 

You should then see a Limited Time Offer with the deal.

It’s a five-year subscription for which you’ll pay the equivalent of $1.33 per month, which is about 96p. That’s an up-front payment of $80 (around £57.60) which is an absolute bargain.

Ivacy offers a great service which supports P2P downloads, unblocks streaming services (including Netflix and Disney+) and, like any VPN service, gives you security when using public Wi-Fi and privacy when browsing the web.

It’s one the cheapest VPN deals around.

6. OnePlus: Stadia Premiere Bundle

From: OnePlus

Was: £89.99

Now: Free with OnePlus phones

OnePlus is now offering a free Google Stadia Premiere edition with OnePlus 8, 8T, Nord, 9, and 9 Pro phones.

7. Spotify Premium (3 months)

From: Spotify

Was: £9.99 per month

Now: Free  (£29.97 off)

New customers can now get 3 months of Spotify Premium for free until 22 June. The service costs £9.99 per month otherwise.

8. Gourmet Society Eat Local (12 months)

From: Vodafone

Was: £34.99

Now: Free  with VeryMy Reward

Vodafone customers can claim a one-year Gourmet Society membership via the VeryMe reward app. The Eat Local perk allows 25% off food and drink and access to 2-for-1 meal deals.

9. Apple iPad Pro (2021, M1, 11in)

Now: £804.18  (£44.82 off)

10. Vodafone 100GB data (SIM-Only)


Was: £16 per month

Now: £9.50 per month  (£78 off with cashback)

This SIM-O deal from Vodafone includes 100GB of data for under £10 per month. Just remember to claim the cashback! Not sure how cashback phone and SIM deals work? See our full guide.

11. Samsung Boost for Galaxy S21

Now: Get free premium apps worth £250

Samsung’s latest promotion gets Samsung Galaxy S21 owners a bundle of premium apps for free. Get up to six months of Calm, Readly, Photoshop Lightroom and more at no cost.

12. Roku Streambar

From: Amazon

Was: £129.99

Now: £99.99  (£30 off)

This two-in-one media streamer and soundbar supercharges your home entertainment setup with both sound and video, and comes at a fabulous price. Read our full Roku Streambar review. Pick up the same offer from Currys PC World and Very.

13. Xiaomi Poco X3 Pro (6GB/128GB)

Now: £198  (£51 off)

Amazon’s just slashed £51 off the Poco X3 Pro, the most powerful 4G budget phone on the market.

14. Realme 8 Pro (8GB + 128GB, SIM-free)

Now: £259  (£20 off)

15. OnePlus 8T (12GB RAM, 256GB)

Now: £479  (£169 off)

In one of its biggest discounts to date, the fully-fledged flagship OnePlus 8T (which already wowed with its sub-£550 starting price) is now available for under £500. The OnePlus 9 may now be on the market but the 8T still gets our vote. See more of the best OnePlus 8T deals right here.

16. Samsung Galaxy A52 5G

Now: £379  (£20 off)

17. Apple iPad Air (2020, 64GB, Wi-Fi + Cellular)

Now: £545  (£163.58 off)

This discount was previously £110 off, but now it’s raised to £163 on the cellular-equipped Air in silver, which is among the best deals we’ve seen to date. 

18. Apple 24in iMac, M1, 8-core CPU, 7-core GPU, 256GB (2021)

Now: £1,186.55  (£62.45 off)

KRCS is already offering money off Apple’s 24in iMac. This is the entry-level model that normally costs £1,249 in the UK.

19. Huawei Watch GT 2 Pro

From: Amazon

Was: £299.99

Now: £199  (£100.99 off)

The most premium and powerful member of Huawei’s Watch GT 2 series, the GT 2 Pro boasts a refined design, hewn from luxurious materials that include titanium, ceramic and sapphire glass. On Amazon if also currently benefits from over £100 off the RRP.

20. Fitbit Charge 4

From: Amazon

Was: £129.99

Now: £118.99  (£11 off)

How to get the best Prime Day 2021 deals

With so many products on offer, it can be overwhelming to know what to buy and whether you should buy it. Here are few things to keep in mind:

Make a shortlist of the products you really want and start looking at average prices now, and Amazon’s current price
Ensure you’re already logged into your Prime Account so there’s no fumbling around on the day – sign up for the 30-day free trial if you don’t have Amazon Prime
Make sure your payment and shipping information is up to date now to be ready to make quick purchases on the day.
Consider turning on Amazon’s 1-click purchase option so you can beat the masses to the deal as soon as it’s announced
Use the Watch this Deal button on upcoming deals you see on Amazon’s website, to make sure you don’t miss them.
Join the Waitlist for products that say 100% claimed, because people often change their minds and don’t buy. You’ll get a notification to alert you if more become available.
Remember to compare prices against rivals (see next section)

You might also find the following deals round-ups useful in the run-up to Prime Day and beyond:

Prime Day rivals from across the web

As Amazon Prime Day grows, the company’s competitors have begun joining in with the fun. Keep an eye on the following retailers for deals to rival Amazon’s when Prime Day arrives:

See more detail about each of the Prime Day alternatives in the UK in our Prime Day rivals round-up.

How to get Amazon Prime

As mentioned, the catch to Prime Day is you need to be an Amazon Prime customer to access the deals.

Remember Amazon also offers a 30-day free trial of Amazon Prime, and even free trial Prime members can get Amazon Prime Day deals. You can sign up to the Amazon Prime free trial here.

Here’s how you can get Prime for free via Vodafone. You can find out more about Amazon Prime and the huge number of features it offers in our complete guide to Amazon Prime.

Be sure to cancel your subscription before your free trial ends to avoid being charged, unless of course you find yourself enjoying it! Find out more about how to cancel your subscription properly here.

If you’ve previously had a free trial of Amazon Prime, you might be surprised to hear that you can do so again if it has been more than a year since your last trial.

Why was Amazon Prime Day delayed in 2020?

Amazon’s Prime Day historically takes place in July, but 2020 brought with it some huge challenges, so Amazon decided to push back the deals event in order to keep its staff and customers safe.

“This year we’ll be holding Prime Day later than usual while ensuring the safety of our employees and supporting our customers and selling partners,” an Amazon spokesperson told The Verge. “Members all around the world will experience Prime Day later this year.”

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