Amazon Prime Big Deal Days is live until Wednesday: how to spot a real bargain
Amazon's autumn Prime sale runs until 23:59 on 7 October. Which? found a third of summer Prime Day deals had been cheaper before, so check price history first.
Amazon's autumn sale, Prime Big Deal Days, is now live in the UK. It started at 00:01 BST on Tuesday 6 October and runs until 23:59 BST on Wednesday 7 October, so you have two days to grab anything you've been waiting for. Amazon says there are thousands of deals across home, kitchen, electronics, toys, fashion and beauty.
The deals are for Prime members only. Prime costs £8.99 a month or £95 a year, while students and 18 to 24-year-olds pay £4.49 a month or £47.49 a year. New members can get a 30-day free trial, or six months for eligible students and young adults.
Are the deals really deals?
Which? tracked 32 deals from Amazon's summer Prime Day in June. Nearly two-thirds had not been cheaper in the previous six months, which is good news. But a third had been sold for less before the sale. An Amazon Kindle was £79.99 in the Prime sale, but had been £74.99 in April. Beats Studio Pro headphones were £159, against £129 the previous December.
Which? also found that 19% of the products it checked had never actually sold at their stated RRP or "was" price on Amazon in the previous six months, so the advertised saving could look bigger than it really was. Its advice: "look at the price you are paying and not the supposed savings you are making."
What this means for you
- Check the price history. Free tools such as CamelCamelCamel and PriceRunner, both suggested by Which?, show whether today's price is really a low.
- Compare with other shops. Amazon isn't the only retailer cutting prices this week. Which? is tracking October sales at John Lewis, and it's worth checking the same model at Currys before you buy.
- Stick to your list. A short sale with countdown timers is designed to make you buy quickly. If you didn't need it last week, you probably don't need it now.
- Know your rights. Under the Consumer Rights Act, goods must be of satisfactory quality and fit for purpose. Amazon offers 30-day returns with free postage on items sold or dispatched by Amazon.
Sources: Amazon UK, Which?, Which? Prime Day guide
Ad: affiliate links. The codes and deals below link to the stores, and we may earn a commission if you buy, at no cost to you. How we make money.
Codes & deals for this story
John Lewis25% off selected Estée Lauder beauty lines as part of John Lewis's top offers. Selected lines only.
CurrysBuy discounted Currys Shopping Cards through your Blue Light Card account; codes for up to £100 off selected Windows laptops are also listed. Offers checked 24 June 2026 and subject to change.
ArgosBuy a discounted Argos Shopping Card through your Blue Light Card account and spend it online or in UK Argos stores.
AO.comSpend £549 or more on appliances at AO; code obtained through your Blue Light Card account. Smaller tiers include £15 off large appliances over £299.
25% off selected Tommy Hilfiger lines as part of John Lewis's top offers. Selected lines only.
John Lewis matches eligible lower prices from selected retailers and refunds the difference if its own price drops within 7 days of purchase. Excludes multi-buys, member prices and marketplace sellers.
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