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Amazon Prime Day 2021: Confirmed date and deals to expect



Amazon has officially announced the start date for its annual Prime Day shopping event for 2021.

Traditionally held in early summer, Amazon Prime Day is one of the internet’s biggest sales, offering customers a huge range of discounts on everything from TVs and tablets to coffee machines. Last year, it was postponed from its usual slot in July to October in order to better support the safety of employees during the coronavirus pandemic, leaving many shoppers wondering if the event will go ahead in 2021.

But now, the company has confirmed that the annual sales event will be taking place and it’s even earlier than expected. According to a press release from Amazon, Prime Day will take place from 21 June to 22 June this year, meaning there’s just weeks left to go until the main event.

Prior to the announcement, Amazon’s CFO Brian Olsavsky hinted that Prime Day would take place sooner out of concern for transportation slowdowns in July and the potential impact of the Olympics, according to CNET. “We are going to do it on a date where we think it’ll get more attention for our customers, and also for our vendors,” Olsavsky said.

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Despite last year’s bargain-fest taking place later than planned, it proved to be one of the most successful yet, particularly for small- and medium-sized businesses, as people got a head start on their Christmas shopping. Amazon revealed that Prime Day 2020 delivered more than a million deals, resulting in the two biggest days ever for third-party sellers, which saw sales surpassing $3.5bn (£2.5bn) across 19 countries – an increase of nearly 60 per cent on the year before.

In 2021 Amazon is expected to deliver its biggest sale yet with more than two million deals and huge reductions on everything from tech and home appliances to beauty and clothing. Here, we take a look at everything you need to know about Amazon Prime Day 2021, from when it is to who can take part and how to find the best deals.

Our IndyBest team hand-picks every deal we feature. We may earn some commission from the links in this article, but our selections have been made independently and without bias. This revenue helps to fund journalism across The Independent.

What is Prime Day?

Amazon Prime Day is an annual flash sale that sees the retailer reduce prices on a range of products for customers with a Prime membership.

The first Prime Day took place in 2015 and lasted 24 hours, and each year since has followed a similar procedure.

However, in 2019 the sale was extended to last 48 hours, giving shoppers more time to sift through the extensive number of deals.

When is Prime Day?

The retailer has confirmed that Prime Day 2021 will take place from 21 June to 22 June.

How can I take part?

Amazon Prime Day’s discounts aren’t on offer to everyone who visits the site. Instead, they are exclusively for those who have an Amazon Prime membership

Membership costs £7.99 a month or £79 for a year, and subscribers are eligible for perks including same-day delivery, over 800,000 free e-books and access to Prime Video and Amazon Music services.

If you’re already a Prime member, you will automatically get access to the deals, but if you’re not yet and want to take advantage of the huge savings on offer, you can sign up for a 30-day trial anytime before the sale begins.

Can students take part?

Students can also take advantage of Amazon Prime Day by signing up for Amazon Student.

Perks of the student subscription, which costs £3.99 a month, include unlimited premium delivery, unlimited reading on any device (ie, on an iPad or Kindle, access to Prime Video and unlimited photo storage.

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There are other benefits too, including exclusive discounts such as 10 per cent off selected fashion products.

If you have a valid email address from a recognised institution to qualify, you can sign up here for a lengthy six-month trial

How to get a free Prime account for 30 days to use for Prime Day 2021

If you have yet to become an Amazon Prime member but want to get in on the action ahead of the big event, you can sign up for a 30-day trial to gain access to the sale. 

While you won’t be charged for the trial period, you will need to input your card details when signing up, as Amazon automatically converts you to a paid membership after 30 days. But, if you decide to cancel ahead of the trial ending, you won’t be charged, which means you can get free access to the Prime Day event.

What’s different this year?

For Prime Day 2021, Amazon has revealed it will be spending more than $100 million on promotional activities to encourage shoppers to buy from small businesses.

It will be offering more than a million deals from small and medium-sized businesses, along with an initiative that gives Prime subscribers £10 credit to spend during the Prime Day event when they spend £10 on items from small UK businesses between 7 and 20 June. This offer includes products bought from Amazon Handmade and Amazon Launchpad.

Alongside that, the online retailer’s charity initiative, AmazonSmile, will also be donating five per cent of customers’s first Prime Day purchase to their chosen charity – 10 times the normal donation.

Amazon has also confirmed that there will be more than two million deals worldwide to shop, making it the biggest Prime Day event yet.

How can you get the best deals?

As well as assistance from our savvy shopping experts, it’s important to be prepared by adding items you’d like to snap up to your wish list so that, when the time comes, you can sit down for a cup of tea as you checkout with everything already in your basket. Easy peasy.

It’s also worth making sure you’re actually getting a good deal, as many savings can often seem too good to be true. To find out if a product is truly on sale, you can use sites such as CamelCamelCamel or Price Spy, which show the price history of any item sold on Amazon.

We’d also recommend you download the Amazon app. This is an easy place to track Lightning Deals, which are only active for a few hours at a time. You can also set up alerts so that you’re pinged when a discount goes live.

What were the best deals last year?

Last year, some of the best deals on Prime Day were on Amazon’s own-brand devices, including the Echo dot, which dropped from £39.99 to £18.99 and the Echo show 5, which was down from £79.99 to £39.99.

In 2020’s sale the Echo show 5 was reduced from £79.99 to £39.99


Kindles and Fire HDMI sticks saw impressive discounts too. The Amazon Kindle was on sale for £49.99, down from £79.99, while the Fire stick 4K went from £49.99 to £24.99. You can definitely expect similar price drops on Prime Day this year.

Other discounts included savings on TVs, coffee machines, headphones and vacuum cleaners from top brands including Philips, Nespresso, Nintendo, Shark, Samsung, Sony and many more. 

Amazon also reported that, outside of electronics and devices, some of the bestselling categories on Prime Day incorporated games and puzzles as people looked for ways to stay entertained during lockdown. Some of the biggest sellers including Jenga (£14.97,, Monopoly (£16.99, and Guess Who (£16.99, 

Early Prime Day deals in the UK

Despite still being weeks from the 21 June, Amazon has kicked things off early with a selection of deals that are already live, across its services and own-brand products.

Prime Video – Prime members can enjoy 50 per cent off TV shows and movies to rent or buy through Amazon’s streaming service.

Amazon devices – From 7 to 22 June, Prime members can save up to 50 per cent on Amazon’s bestselling devices, including, Echo, Fire TV and Ring.

Amazon Music – If you’re a Prime member with a keen interest in music, you can access the four months of free listening with unlimited access to more than 70 million ad-free songs and millions of podcasts.

Audible – Until 22 June, Prime subscribers can enjoy three months of Audible membership for 99p, which includes access to new releases, bestsellers and Audible Original audiobooks and podcasts.

Kindle – Between now and 22 June, Prime members can take advantage of three months of Kindle Unlimited for no extra charge. From 15 to 30 June, more than 300 books available on Kindle will be on sale for 99p.

Prime Gaming – Until 21 June, Prime members can claim Battlefield 4 standard edition (valued at £17.99), for free on

Amazon home, electronic and sports – There’s 20 per cent off selected styles from Amazon brands, ranging from furniture products to personal care items across brands including Alkove, Rivet, Movian, Amazon Basics, Umi and Eono.

Amazon Launchpad and Amazon Handmade– You can now save up to 30 per cent when shopping with small businesses on Amazon Launchpad and Amazon Handmade, spanning electronics, beauty products, homeware and gifts.

Voucher codes

For the latest discounts on tech, home appliances and more, try the links below:

Read more on Amazon Prime Day 2021

Best Prime Day home appliance deals – We’re expecting huge savings across big-name brands such as Shark, Dyson, Nespresso and Philips

Best Prime Day tech deals – Whether it’s a new phone, tablet, laptop or noise-cancelling headphones you’ll find the best deal here

Best Prime Day Nintendo Switch deals – Calling all gamers – prepare for big discounts on the popular console and bundles

Best Prime Day fashion and clothing deals– With prices slashed on dresses, jeans and more, it’s time to get your re-entry outfit planned

Best Prime Day kids’ toys deals– find discounts on toys, gadgets and board games for kids of all ages

Best Prime Day TV deals– Update your at-home cinema experience without paying full price with our featured deals

Best Prime Day gaming deals–Looking for a new console, or after a new controller or game? Here are the best deals for gamers

Best Prime Day fitness deals – From yoga mats to dumbbells, snap up these savings and upgrade your home workout

Best Prime Day laptop deals – This year we expect big discounts on MacBooks, Microsoft Surface laptops and more

Best Prime Day Amazon device deals – Get ready for big savings on Amazon’s cutting-edge smart home tech

Best Prime Day Apple deals – With rarely seen savings on the brand’s products, it’s the perfect time to invest in new tech

Best Prime Day alcohol deals All the boozy savings need to know about on spirits, wine and beer

IndyBest product reviews are unbiased, independent advice you can trust. On some occasions, we earn revenue if you click the links and buy the products, but we never allow this to bias our coverage. The reviews are compiled through a mix of expert opinion and real-world testing.


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