Amazon Prime Day has arrived, which means thousands of products are battling for your attention. Our experts have hand-picked their favourites, and we shine the spotlight on Amazon’s own products to see how good the discounts really are.
This year, Amazon Prime Day runs from 21 June to 22 June, giving Amazon Prime members access to reduced prices on a huge number of products.
But not every deal is worth jumping on. We’ve seen discounts on products that have left the Which? test lab with a Don’t Buy sticker. Make sure you consult our expert reviews this Prime Day – you don’t want a good deal on a bad product.
We’ll be updating this page regularly on Amazon Prime Day 2021, so keep checking back.
Deals handpicked by our experts
Philips 65OLED705/12 television – was £1,399, now £1,499 (7% off according to the retailer)
Lowest ever price on Amazon? Yes
Our TV expert says: ‘It’s already a bargain and, with an extra £100 off, this one of the cheapest Best Buy OLED TVs we’ve ever tested. Other OLEDs are easier to use, but that’s easy to overlook when you consider the staggering quality of the screen and speakers, and the price of course.’
Martin Pratt, TVs expert, Which?
Read our full Philips 65OLED705/12 review, or buy it now on Amazon.
Silentnight Classic 1200 Pocket Deluxe mattress – was £329.99, now £251.05 (24% off according to the retailer)
Lowest ever price on Amazon? No (was £216.45 in January 2020)
Our mattress expert says: ‘This affordable mattress has been around for a while but it’s still a good choice for anyone that prefers sleeping on top of pocket-springs instead of foam. The Silentnight Classic was already one of the more reasonably priced mattresses on the market, so the extra 24% discount is just an added bonus.’
Lisa Galliers, mattress expert, Which?
Read our full Silentnight Classic 1200 Pocket Deluxe review, or buy it now on Amazon.
Samsung Galaxy Book Ion 13-inch laptop – was £1,249, now £729 (42% off according to the retailer)
Lowest ever price on Amazon? Yes
Our laptop expert says: ‘This is a massive discount on a premium laptop that sold at over £1,200 for several months in 2020. It’s since dropped to around £899, but this discount down to £720 is a new low. With a fast processor, good screen and great battery life, this is a seriously good laptop deal.’
Michael Passingham, laptop expert, Which?
Read our full Samsung Galaxy Book Ion 13-inch laptop review, or buy it now on Amazon.
Russell Hobbs RHCF200 freezer – was £299.99, now £214.99 (28% off according to the retailer)
Lowest ever price on Amazon? Yes
Our freezer expert says: ‘Amazon has reduced the Russel Hobbs RHCF200 chest freezer as part of its Prime Day sale. Priced at £215, it’s around £40 cheaper than at other retailers, making this a handy discount if you’re looking for a chest freezer that comes with plenty of room and has excellent temperature stability.’
Patrick Gallagher, freezer expert, Which?
Read our full Russell Hobbs RHCF200 freezer review, or buy it now on Amazon.
Ninja Foodi MAX AG551UK air fryer – was £249.99, now £149.99 (40% off according to the retailer)
Lowest ever price on Amazon? Yes
Our air fryer expert says: ‘The Ninja Foodi MAX is a large capacity grill that can air fry, bake, roast, reheat, dehydrate and grill your food, including steaks, chicken, chips and more. It’s usually really expensive, so with the 40% Prime Day discount, now’s a good time to grab it for a more reasonable price.’
Chess Smith, air fryer expert, Which?
Read our full Ninja Foodi MAX AG551UK air fryer review, or buy it now on Amazon.
Bosch Advanced Rotak 750 lawn mower – was £299.99, now £183 (39% off according to the retailer)
Lowest ever price on Amazon? Yes
Our lawn mower expert says: ‘At its original price, this large, corded lawn mower was still a decent deal, which makes the Prime Day discount even more impressive. It usually retails for around £300, so to get it for under £200 would be an absolute steal. It’s not a brand new model (we tested it in 2018) but it’s packed with premium features.’
Rebecca Duff, lawn mower expert, Which?
Read our full Bosch Advanced Rotak 750 review, or buy it now on Amazon.
Our investigation into fake and incentivised reviews on Amazon reveals why you need to shop savvy for bargains on Prime Day.
Amazon Fire Stick deals
Amazon’s Fire Sticks are a popular rival to Chromecast devices and, with an Alexa voice-control remote included, give you hands-free access to your favourite programmes.
A slick interface and wide range of apps makes them an essential add-on for some, though you may not gain a lot over a modern Smart TV’s built-in range of apps. Cheaper options include a more limited remote control, with more expensive 4K and dedicated speaker models also available.
We liked: Wide range of built-in apps, good value
We didn’t like: May not add a lot for owners of newer smart TVs
Amazon Fire TV Stick with 4K and Alexa – was £49.99, now £26.99 (46% off according to the retailer)
Lowest ever price on Amazon?* Yes
Amazon’s most feature-packed streaming stick offers 4K resolution where available and access to a wide range of popular streaming services. As Alexa is tucked inside, you can ask the AI assistant to search for what you want to watch, which is far quicker than using the on-screen keyboard.
Read our full Amazon Fire TV Stick with 4K and Alexa review, or buy it now on Amazon.
Amazon Fire TV Cube – was £109.99, now £59.99 (45% off according to the retailer)
Lowest ever price on Amazon? Yes (same price during March 2021)
The Fire TV Cube has a built-in speaker, making it slightly larger than your typical TV streamer. The box can talk to your TV wirelessly (or through the ethernet port) and could be just the ticket if you like the idea of a TV streamer and wireless speaker combo.
Read our full Amazon Fire TV Cube review, or buy it now on Amazon.
Amazon Fire Tablet deals
An Amazon Fire Tablet might catch your eye if you’re not desperate to spend big money on a premium Apple iPad. These Fire OS-powered tablets come in a range of sizes – you can pick between a 7-inch, 8-inch or 10-inch screen. Amazon also sells ‘Kids’ models with parental controls, a limited app store and protective cases.
The latest Amazon Fire tablet is the Fire HD 10, which has a 10-inch, 1080p Full HD display and either 32GB or 64GB of internal storage. Each member of the Fire Tablet lineup features a microSD card slot, which means you can increase the amount of storage you have if needed.
We liked: Handles basic tasks well, easy to use
We didn’t like: Screen and speakers are not the best
Amazon Fire HD 8 – was £89.99, now £39.99 (56% off according to the retailer)
Lowest ever price on Amazon? Yes
This 8-inch model is now the cheapest it has ever been on Amazon. This model only has 2GB of Ram (which is enough for basic tasks) but if you plan on multitasking, consider the more powerful models below, or consult our full selection of tablet reviews.
Read our full Amazon Fire HD 8 review, or buy it now on Amazon.
Amazon Fire HD 8 Plus – was £149.98, now £99.98 (33% off according to the retailer)
Lowest ever price on Amazon? Yes
Step up to 8GB of Ram on the the Fire HD 8 Plus. This model has a USB-C port, which is compatible with most modern smartphones (aside from iPhone), and you can access your Kindle book library an access Amazon Newsstand, where you can download newspapers and magazines.
Read our full Amazon Fire HD 8 Plus review, or buy it now on Amazon.
Amazon Fire HD 10 – was £149.99, now £79.99 (47% off according to the retailer)
Lowest ever price on Amazon? Yes
If you want a bigger screen to play with, the Amazon Fire HD 10 might be on your shortlist. It has a 10-inch 1080p Full HD display and comes in Black, Denim (blue), Lavender (light pink) or Olive. Although we haven’t tested this latest model in our lab, we have been hands-on with the 2019 release.
Read our full Amazon Fire HD 10 (2019) review, or buy the all-new Amazon Fire HD 10 on Amazon.
Amazon Echo smart speaker deals
Amazon is discounting its Echo models for Prime Day, which means you could grab a bargain on a talkative smart speaker. At the heart of every Echo speaker is the Alexa voice assistant, which you can use to run web searches, schedule reminders or control other wifi-enabled devices at home.
The latest Amazon Echo smart speakers have swapped out a cylindrical shape in favour of a more modern-looking, spherical design. A blue light will run laps around the base of the speaker when you’re talking with Alexa. Echo supports a host of audio streaming services including Amazon Music, Apple Music, Apple Podcasts, Deezer and Spotify.
We liked: Response Alexa voice control, easy to set up and use
We didn’t like: Works best with Amazon services to access all features
Amazon Echo (4th Gen) – was £89.99, now £54.99 (39% off according to the retailer)
Lowest ever price on Amazon? Yes
This fourth-generation model of the Echo is a better option than the cheaper Dot (below) if you’re planning on listening to music. At the back of this mini but mighty speaker is a 3.5mm audio-in and audio-out socket for connecting devices without Bluetooth.
Read our full Amazon Echo (4th Gen) review, or buy it now on Amazon.
Amazon Echo Dot (4th Gen) – was £49.99, now £24.99 (50% off according to the retailer)
Lowest ever price on Amazon? Yes
This affordable speaker could be worth a closer look if you’re shopping for a small Alexa gadget. Using the accompanying Alexa app, you can still connect this speaker to other Echo speakers to play music in a multi-room setup.
Read our full Amazon Echo Dot (4th Gen) review, or buy it now on Amazon.
Amazon Echo smart display deals
The Amazon Echo Show takes the brains of the standard Echo speaker and adds a front-facing camera and 5-inch, 8-inch or 10-inch display. Audiophiles will be tempted by the Echo Show 10, which has the largest speaker of the bunch.
If you’re on a tight budget for Prime Day, note that the Echo Show 5 is the most affordable option. It has a 5-inch screen and could function as a bedside alarm clock or a cooking assistant for the kitchen. We noticed variable sound quality in the Which? test lab, though, so check our reviews if you’d like to shop for a superior-sounding alternative.
We liked: Responsive voice control, sharp display
We didn’t like: Small screen may be too fiddly for some
Amazon Echo Show 10 (3rd Gen) – was £239.99, now £199.99 (17% off according to the retailer)
Lowest ever price on Amazon? Yes
This beefy Echo model has been discounted for Prime Day, taking it down to £200. It has a 10.1-inch display that sits on top of a cylindrical speaker – the screen can swivel, allowing it to always be directly facing you.
Read our full Amazon Echo Show 10 (3rd Gen) review, or buy it now on Amazon.
Amazon Echo Show 5 + adjustable stand – was £99.98, now £50.98 (49% off according to the retailer)
Lowest ever price on Amazon? Yes
The Amazon Echo Show 5 is usually on sale for around £50, but as it’s Prime Day, Amazon is chucking in an adjustable stand to sweeten the deal. The Echo Show 5 has a 5-inch display and speakers that project out the back.
Read our full Amazon Echo Show 5 review, or buy it now on Amazon.
Amazon Kindle deals
A Kindle doesn’t have the processing power of a premium tablet, but does offer enough space for thousands of ebooks and a glare-free display to read them from. Amazon’s latest entry-level Kindle has a 6-inch display and is small enough for one-handed reading, making it a suitable commuting companion if you’re heading back to the office.
The Kindle Oasis is the priciest Amazon ebook reader, thanks in part to an IPX8 rating that means it should survive a splash or water or a dunk in the bathtub. Every Amazon Kindle is available to buy with or without ads – you’ll have to pay slightly more if you want an ad-free experience.
We liked: Adjustable screen light, glare-free display, audiobook support
We didn’t like: Not all models are waterproof
Amazon Kindle 2019 (10th-gen) – was £69.99, now £49.99 (29% off according to the retailer)
Lowest ever price on Amazon? Yes (same price during November 2020)
This Kindle has been reduced to the same price it was at the end of last year. It has a 6-inch e-ink display, LED front-lighting and is powered by 4GB of Ram. Bookworms can flick through Amazon’s ebook store and download titles straight to the device.
Read our full Amazon Kindle 2019 (10th-gen) review, or buy it now on Amazon.
Amazon Kindle Paperwhite 2018 – was £119.99, now £79.99 (33% off according to the retailer)
Lowest ever price on Amazon? Yes
Unlike the standard Kindle, this Amazon ebook reader is waterproof, which could be handy if you plan on enjoying books poolside. It has a 6-inch screen and you can play audiobooks through Bluetooth headphones or the built-in speakers. This version comes with ads – but you can pay £10 more for the ad-free option.
Read our full Amazon Kindle Paperwhite 2018 review, or buy it now on Amazon.
Amazon Ring deals
Amazon’s security cameras watch over your home and partner up with a mobile app so you can look through the lens wherever you are. Every Ring model is compatible with Amazon Alexa, which means you can pair your doorbell with another Alexa device to get notified every time the doorbell is pressed or motion is detected.
Some Ring doorbells require a wired connection, while others can communicate with your router without forcing you to get your toolkit out. The video quality on Ring devices is mixed, so consult our expert reviews to make sure you’re picking a device with a good eye.
We liked: Simple to install yourself, impressive mobile app
We didn’t like: Not all models have a removable battery, subscription required for video storage
Ring Video Doorbell Pro + plug-in adapter – was £159, now £99 (38% off according to the retailer)
Lowest ever price on Amazon? Yes
This video doorbell sits at the higher end of the Ring range, with 1080p video feedback, infrared night vision, and a two-way talk mechanism that lets you speak to visitors from your mobile. Amazon is chucking in an adaptor that powers the doorbell from a standard electrical socket.
Read our full Ring Video Doorbell Pro review, or buy it now on Amazon.
What is Amazon Prime Day?
Amazon Prime Day is an annual event that offers Amazon Prime members exclusive access to discounts across the retailer’s website. The deals featured on the website cover both Amazon-owned products and items from other sellers.
If you’re an Amazon Prime member, you can log into your account to see deals marked with the ‘Prime exclusive deal’ label, which we’ve circled below:
How much does Amazon Prime cost?
If you want to gain full access to the deals running on Prime Day, you could sign up for a 30-day free Amazon Prime trial. This means you’ll see the same offers members do, but you can also cancel your trial membership if nothing catches your eye.
If you want to continue your Amazon Prime membership beyond the trial period, be prepared to pay £7.99 per month, or £79 per year.
How do I cancel my Amazon Prime Day trial?
If you cancel your trial before it expires, you won’t get charged a fee for renewal. To do this, follow these steps
- Visit the Amazon Prime membership page
- In the top-right corner, select Manage membership
- Click End membership
How to shop on Prime Day
Use the Amazon app
Amazon’s mobile app is free and worth a look if you want to sift through Prime Day deals while you’re on the move. Updating your notification settings means you’ll receive alerts when certain deals go live. To set it up, follow these steps:
- Open the Amazon app and tap Settings in the bottom-right corner
- Select Your Account
- Scroll down to Deals notifications
You’ll now be looking at Amazon’s ‘deals dashboard’. From here, you can subscribe to deal alerts and manage your existing alerts.
Use the Which? Reviews app
Which? members will have full access to the Which? Reviews app, which puts all of our expert product reviews right in the palm of your hand. If you spot a tempting Prime Day deal, open up the Which? Reviews app to see how the product fared in our test lab.
From the Which? Reviews app, you can create a shortlist of products that you’ll be keeping an eye on for Amazon Prime Day. Our handy ‘Compare’ tool will let you see test results side-by-side.
If you’re not yet a Which? member and want to shop smarter on Prime Day, find out more about joining Which? today.
How to return Amazon items
If you buy a product on Amazon Prime Day and it arrives on your doorstep damaged, that means the retailer is fully responsible.
Under the Consumer Rights Acts, your purchase needs to be of satisfactory quality (not faulty or damaged), fit for purpose and as described. If your Prime Day pickup doesn’t meet one of these requirements, the retailer (not the manufacturer) is in breach of the Consumer Rights Act.
Assuming you need to pay to send back a defective or damaged product, Amazon will pay that fee. A message on the retailer’s website adds: ‘You can return most products from the Amazon sites to Amazon within 30 days of receipt of the products if the products are in an unused and undamaged condition. To return an item please visit our Returns Support Centre.’
For expert Which? advice on returning goods you’ve bought online, consult our in-depth guide to returns and refunds.
This story was originally published on Monday 21 June. We’ll keep updating it whenever we spot new deals from Amazon that our experts believe are worth buying.
Additional reporting by Jade Harding
*Based on data from price-tracking tool CamelCamelCamel.
source https://www.which.co.uk/news/2021/06/best-amazon-prime-day-2021-deals/