When is Amazon Prime Day? Plus the best early deals

Amazon has just announced its third sale of the year: Prime Big Deals Day 2026. The online giant’s annual autumn event warms shoppers up to Black Friday, with offers across beauty, tech, appliances and books.

As a shopping editor who’s covered Amazon’s sale for six years, I can confirm it’s second only to Black Friday for covetable offers. Think generous savings on the Dyson Airwrap, money off Apple’s Airpods, and rare deals on a Kindle ereaders.

Amazon’s Prime Big Deals Day is the sale to bookmark if you’re thinking of making a big purchase. Previous sales have delivered some of the year’s strongest savings on big brand names such as Oura or Sony, alongside discounts on Amazon’s own products (Kindles, Fire TV’s and more), Ring video doorbells, dehumidifiers and mascaras.

The catch? Offers are exclusively for Prime members – and the sale lasts just 48 hours,

So if you’ve been planning to upgrade your old TV or treat yourself to a new electric toothbrush, now’s the time. With years of experience as a shopping expert, I’ll be hand-picking the best discounts as they drop – and imparting my advice on how to navigate the event.

In the meantime, here’s everything you need to know about Amazon Prime Big Deals Day, from dates to the best early deals.

The Amazon Prime Big Deals Day – a mouthful, I know – officially kicks off on 6th October. Lasting 48 hours, it will conclude at midnight on 7th October. Only Prime members can shop the two days of exclusive deals across more than 35 categories.

We can expect big-ticket products such as the Dyson Airwrap, Apple AirPods, Oura Ring and Ninja air fryers to be included in the sale, along with beauty favourites (CeraVe, Color Wow and Garnier), appliances from Shark and Philips, and toys from Lego and Tonies.

The Dyson airwrap i.d has been treated to a rare £80 price cut. A game changer for styling your hair at home, the AI-powered hair tool works with the brand’s Bluetooth app to adjust the heat and airflow, helping you achieve the perfect curls or a bouncy blow-dry. I use mine for everything from drying and taming frizz to curling and sleek looks – it’s that versatile.

Giving you an entire library of books at your fingertips, Kindle e-readers are a top seller each Prime Day. Saving you shelf and hand luggage space, they’re a dream for book lovers. The newest gen Kindle, which is currently reduced by 30 per cent, boasts a glare-free display, fast page turns and compact size (it fits in my tiny evening bag). Kindle books are often far cheaper than physical titles, too – with the latest novels costing as little as 99p.

Hot off the heels of the Oura ring 5 launch, the Oura ring 4 has been heavily discounted ahead of Prime Day. “Of all the wearable tech I’ve tried this year, the Oura Ring is the one I’ve found most useful—and the only one I’ve continued to wear,” Saskia from Standard Shopping said. “It tracks my immune function, resilience to stress, and, most importantly, reminds me when it’s time to prioritise sleep.” The black colourway costs just £244 right now, with a 30 per cent discount.

Air fryers may feel as though they’ve had their moment in the spotlight a while back, but they’re still very much the star of the kitchen, and Ninja continues to lead the pack. This is the model I use at home, and the dual drawers are a real win, making it easy to cook a full meal at once or keep meat and veggie options separate. With nearly 20 per cent off, it’s a deal worth snapping up before it disappears.

Upgrade your home security system with Amazon’s top-spec Ring video doorbell. The device has been discounted to below £60, boasting motion and detection alerts, HD video quality and impressive zoom ability. With the doorbell, you can see, hear, and speak in real time with live view and two-way talk.

Designed for fitness, health, and everyday use, the Garmin Venu 3 is a premium smartwatch that features advanced health monitoring, a built-in GPS, sleep tracking, heart rate measurement, and long battery life. Sealing the deal, Amazon has reduced the fitness wearable by more than £100. With a bright display, smartphone connectivity, and fitness coaching, it’s a no-brainer.

Lego’s Speed Champions Ferrari brings the high-octane world of Formula 1 into your home. Enjoy building it and enjoy it more on display, thanks to realistic features and plenty of attention to detail. This collector’s set is perfect for fans and builders alike.

The wine responsible for a worldwide rosé obsession, Whispering Angel is on sale ahead of Prime Day. Now’s the time to stock up on the crisp, refreshing vino for year-round sipping. To quote Adele: “Whispering Angel turned me into a barking dog. It did not make me whisper.” Who can argue with that?

This Ninja creami ice cream maker went viral for whipping up ice cream, gelato, sorbet, frozen yoghurt, milkshakes and more – you’ll be the host with the most at your next dinner party.

We knew Prime Day build-up would boast a lot of deals, but I had no idea a Porche would be on sale. Introduce your racing-obsessed child (or Lego-obsessed adult) to the world of engineering as they build their own functional race car toy.

Nespresso machines are beloved for their fuss-free approach to coffee making. Simply pop in the pod, press a button and, hey presto, you’ve got a steaming cup of Joe. The creastia machine is a step up from the core range, boasting a stylish stainless steel design and milk frother to rustle up lattes and cappuccinos. With hundreds of pod blends to choose from, there really is something for everyone.

Clean up with this limited-time Shark deal on a cordless vacuum model. The high-tech model boasts an anti-allergen seal, anti-hair wrap technology and 40 minutes of run-time. There’s a charging dock for extra ease and an auto-empty function that eliminates the need for manual emptying.

Already affordable, Amazon’s Fire TV stick max has been reduced by 33 per cent ahead of Prime Day. An entry-level 4K streaming device, it offers all the major streaming services without the premium price tag. Making your bang-average TV a smart one, the streaming stick boasts Dolby Vision/Atmos and HDR10+.

A best-seller, the latest iteration of the echo dot smart speaker is now available at one of its lowest prices. Delivering decent sound and smart technology, the compact and affordable Alexa device can be placed anywhere in your home. Ask it about weather reports, set timers, play music, podcasts or the news.

Slashed by a huge 30 per cent, the De’Longhi la specialista arte barista bean to cup espresso machine delivers coffee shop grade coffee from the comfort of your own home. With eight grind settings, the machine can manage several types of coffee beans, and uses a thermoblock technology to ensure the ideal temperature for coffee brewing, to bring out the full flavour of your chosen beans.

Medicube’s products have a habit of flying off the shelves, and are rumoured to be loved by Hailey Bieber and Meghan Markle, so when I spotted the Korean beauty brand’s PDRN pink collagen jelly masks with a huge 41 per cent off, I couldn’t wait to stock up. Dermatologically tested and formulated with Salmon DNA PDRN and low molecular collagen, the masks are created to leave skin feeling smooth and looking radiant.

St Tropez’s express mousse is among my favourite fake tans for a natural, sun-kissed glow. You can leave it on for anywhere between an hour and up to six hours, depending on your desired shade. The sweet point is three hours, where you’re left with a natural-looking tan as if you’ve just hopped off the plane from actual St Tropez. With 60 per cent off, now’s the time to bronze up.