During the event, Amazon Prime members will have exclusive access to discounts across the retailer's website. This year, the two-day event will run in July.
But not every deal is worth the money: previously, we've seen discounted products that are Which? Don't Buys. By consulting our expert reviews, you can be sure you're buying a high-scoring product on Prime Day.
We'll be regularly updating this page with the best deals throughout Amazon Prime Day, so keep checking back.
When is Amazon Prime Day?
11-12 July 2023While you wait, check our popular sales pages – each one features deals hand-picked by our product experts.
What will be on sale for Amazon Prime Day?
Amazon has also confirmed that products from Samsung, Shark, Oral-B and Tefal will be discounted.
Back in October's Prime Day, our experts picked out deals on home products and electronics, including the following:
How much does Amazon Prime cost?
£8.99 per month£95 per yearIf you time it well, you can sign up for a free Amazon Prime trial once the Prime Day sales begin, and then cancel for free before you get charged.
Manage membershipEnd membershipHow to shop on Prime Day 2023: five top tips
1. Use the Amazon mobile 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 as soon as certain deals go live.
To set it up on your phone or tablet, just follow these steps:
You'll now be looking at your deals dashboard. From here, you can subscribe to suggested deal alerts and manage your existing alerts.
2. Bookmark this page
As Amazon continues to launch new deals during its event, our experts will be sifting through thousands of offers to highlight the very best.
Remember that, even if you spot a particularly big price drop, that product might not be at its lowest ever price. For the deals we spotlight, we'll note whether or not Amazon's price is at an all-time low.
Bookmark this page on your computer, phone or tablet and keep checking back as we update it.
3. Download the Which? Reviews app
Which? members have full access to the Which? Reviews app, which puts all our expert product reviews in the palm of your hand.
If you spot a tempting Prime Day deal, you can open the Which? Reviews app to find out how the product fared in our test lab.
From the Which? Reviews app, you can also create a shortlist of products to keep an eye on for Amazon Prime Day. Our handy 'Compare' tool lets you see test results side by side.
For a full breakdown of the app's key features, see our guide: .
4. Check if you're buying directly from the manufacturer
Once you've spotted a Prime Day deal, check whether you're buying the product directly from Amazon or through a third-party seller – this will potentially affect your rights if there's a problem.
In the example below, we're looking at the Amazon product page for a OnePlus smartphone. Although the phone is made by OnePlus, this specific item is sold and dispatched by a third-party seller (circled in red).
5. Be wary of fake reviews
Tread carefully if you're reading Amazon user reviews when deciding whether to make a purchase – our research has found that online customer reviews can't always be trusted.
Many dishonest reviewers (often working in partnership with the third-party seller) will use five-star reviews to boost the overall score of the product. Try checking four-star reviews and below for a more honest assessment of the product.
Keep an eye out for five-star reviews that contain lots of images. Our research has found fake review groups that encourage members to post pictures or videos alongside a positive review to get a refund for their purchase.
How to return Amazon items
If you buy a product on Amazon Prime Day and it arrives on your doorstep damaged, 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 product doesn't meet one of these requirements, the retailer (not the manufacturer) is in breach of the Consumer Rights Act.
Amazon will refund the cost of sending an item back if it was sold or dispatched by Amazon. If the item you purchased isn't eligible for a free return, and you’re using a pre-paid return label, Amazon will deduct the cost of the return from your refund.
How to recycle your old tech
If you're looking to replace some ageing technology by shopping the Prime Day sales, make sure you dispose of your old items in a responsible way.
You have a few options if you want to offload your unwanted electronics. Kerbside collection is suitable for small electrical items – in many cases, your local council will collect smaller items such as toasters and kettles. Alternatively, you can drop items at a local recycling centre.
source https://www.which.co.uk/news/article/amazon-prime-day-2023-best-deals-expert-advice-aK6ll6W8eX99