Amazon Prime Day 2021 is set to take place on 21 and 22 June, but there are already early Prime Day deals available across the online retailer’s catalogue, including plenty of tech, home appliances and Amazon devices.
Keep in mind you’ll need a Prime account to get access to Prime deals.
Sign up for Amazon Prime free trial
If you are visiting us from the US, visit our dedicated US article all about the best Amazon Prime Day 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.
Now that the date is confirmed, what exactly can you expect from Prime Day 2021, and 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?
Amazon Prime Day 2021 will start Monday 21 June and end midnight Tuesday 22 June. This makes it the earliest Prime Day to date, given the event has traditionally taken place in July.
The event will take place across the UK, US, Europe (Italy, Germany, France, Portugal, Netherlands, Spain, Belgium, Austria, Luxembourg), the United Arab Emirates, Turkey, Singapore, Saudi Arabia, Mexico, Japan, China, Brazil, and Australia.
Also see: Will Prime Day 2021 be worth it?
Best Early Prime Day deals
Amazon promises over “two million deals worldwide” across fashion, home, beauty, entertainment, along with exclusive content on Prime Video, Amazon Music, Prime Gaming (Twitch) and more. Many of the deals began on 7 June.
£10 vouchers for small businesses – until 20 June
Customers who spend £10 on small businesses before 20 June can get a £10 credit to spend on Prime Day. Amazon had the same offer last year, but this year the retailer has over 300,000 third-party sellers that are eligible for the promotion – twice the amount as 2020. You can see all eligible small businesses here.
Free Amazon Music Unlimited – available now
New customers can get Amazon Music Unlimited for free for four months, which Amazon says is its best deal ever. The service costs £9.99 per month after the promotional period ends. Get deal here.
50% off Prime Video films and shows
Prime members can also get up to 50% off rental and purchase prices on films and shows on Prime Video.
Titles include Fantastic Beasts: The Crimes of Grindelwald, Zombieland: Double Tap, Three Billboards Outside Ebbing, Missouri, John Wick: Chapter 3 and HBO’s Euphoria.
Audible for 99p
Amazon is offering three months of Audible for 99p to new customers. The offer is available until 22 June. Get deal here.
Free Kindle Unlimited
Prime members can also get three months of Kindle Unlimited for free until 22 June.
From 15 – 30 June, customers can also get up to 300 Kindle Books for 99p and two Kindle ebooks for free via Amazon First Reads.
Free Battlefield 4 from Prime Gaming
Prime members can also get a free download to Battlefield 4 for free until 21 June via Prime Gaming (formerly known as Twitch), a service that’s free to Prime members but separately costs £7.99.
Amazon will also double donations made from purchases via AmazonSmile.
Below are some of the best early Amazon Prime Day deals availabler right now. We’ll keep you posted on the best Prime Day 2021 deals below when the day arrives.
1. Audible: 3 Months
Was: £7.99 per month
Now: Free (£24 off for Prime Members)
The deal is back! New customers can get three months of Audible for free ahead of Prime Day.
2. Amazon: Free £10 Voucher for Prime Day
Now: With £10 spend on small businesses now (For Prime members)
3. Kindle Unlimited for 3 months
Was: £7.99 per month
Now: Free (£23.97 off)
Kindle Unlimited allows unlimited reading across over a million titles, along with access to audiobooks and magazine subscriptions. Prime members can now claim three months for free.
4. Ring Alarm 5 Piece Kit
Now: £129 (£90 off)
This is a great saving on Amazon’s second-generation Ring Alarm 5 Piece Kit for home security.
5. Amazon Echo Buds
Now: £49.99 (£70 off)
Amazon’s Echo Buds are its answer to the Galaxy Buds and Airpods. Find out more in our Echo Buds review.
6. Amazon Prime Video
Now: Up to 50% off films and shows (For Prime members)
Prime members can now get up to 50% off shows and films on Prime Video as an early Prime Day deal.
7. Amazon Music Unlimited for 4 months
Was: £9.99 per month
Now: Free (£39.96 off)
In the run-up to Prime Day, Amazon is offering four months of Music Unlimited for free to new customers. The service now also includes hi-res audio for free.
8. Battlefield: 4 (Standard Edition)
From: Amazon Prime Gaming
Now: Free (£17.99 off)
Amazon is offering Amazon Prime members Battlefield 4 for free ahead of Prime Day.
9. Apple iPad Pro 11in (2020, 128GB) with Cellular
Now: £749.97 (£169.03 off)
Apple has discontinued the 2020 iPad Pro (there’s a new 2021 model to think about) but the tablet is still available from other retailers if you can manage without the M1 chip. This chunky saving from Amazon is worth serious consideration.
10. Apple 12.9in iPad Pro (2020, 256GB)
Now: £915.69 (£153.31 off)
Get a whopping £153 off the iPad Pro 12.9in from 2020. See our full review for more info.
11. Fitbit Versa 3
Now: £169 (£30.99 off)
Save over £30 on the new Fitbit Versa 3 from Amazon. The same deal is available from Very.
12. Samsung Galaxy Watch Active (40mm)
Now: £117.83 (£111.17 off)
Pick up the Samsung Galaxy Watch Active from Amazon with nearly 50% off the RRP. Read our full Samsung Galaxy Watch Active review for more.
Note: Different colours may enjoy different reductions, so double-check pricing before you purchase.
13. Hisense 50U7QFTUK 50in 4K UHD TV
Now: £499 (£150 off)
Get a decent saving off of this Hisense TV, which comes with a QLED screen, built-in Alexa and Dolby Atmos. You can read our review of the Hisense U7QF here.
14. Oppo Reno 4Z 5G (8GB RAM, 128GB)
Now: £239 (£90 off)
Despite toting mid-range performance, the most affordable member of Oppo’s Reno 4 line – the 5G-capable Reno 4Z 5G – now comes in at a budget phone price, thanks to this £90 discount on Amazon.
15. Apple iPad Air (2020, 64GB, cellular)
Now: £672.18 (£36.82 off)
Amazon has 2020’s iPad Air range on offer with the benefit of expedited Prime delivery.
16. Ring Spotlight Cam
Now: £119 (£60 off)
Prime Day deals we expect
We predicted: “Amazon devices are almost certain” – confirmed!
Last year, Amazon kicked off big discounts on its own Echo and Kindle devices (see last year’s discounts below). While Amazon has confirmed up to 50% off Echo, Fire TV and Ring devices, we suspect Amazon will launch Kindle and Blink device deals too on the date.
We also accurately predicted that Amazon would launch extended trials of its services such as Amazon Music HD and Audible. In March 2021, Amazon had a promotion that included three months of Audible for 99p. As we predicted, the offer has returned.
We predicted: “Expect a big push towards third-party sellers” – confirmed!
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 suspected Amazon would have a similar promotion this year and we’re pleased to see that it will.
We predicted: “We expect mega Fitbit and Apple deals” – Fitbit deals confirmed!
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 Amazon hasn’t confirmed what sorts of discounts we’ll see on Prime Day, it has confirmed deals from Lego, Bosch, Philips – and Fitbit. Amazon didn’t confirm whether Apple will also join those brands, but we’ve seen some incredibly general discounts on Apple devices from Amazon recently, including up to £100 off the new iPhone 12 mini and now £200 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. We’ll be keeping track of the very best deals from these brands and beyond in our best deals section.
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.
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.
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.”