Amazon Prime Day explained: how it works and how to find real bargains

Prime Day is Amazon's own sales event for Prime members. It usually runs for two days in the summer, and Amazon has also held a second, similar event in October in recent years. Amazon announces the dates a few weeks ahead.

You need Prime, but maybe not for long

Most Prime Day prices are only for Prime members. Amazon has often offered new members a free trial, which can cover the sale if you start it in time. If you only want Prime for the sale, set a reminder to cancel before the trial ends so you're not charged. Check Amazon's current terms, as trial offers change.

How to spot a real Prime Day deal

• Check the price history. A price-tracking tool shows what an item has actually sold for over the past months. If the Prime Day price matches a price it hit a few weeks ago, it isn't special.
• Watch for "lightning deals". They're time-limited and stock-limited. They're good for small extras, but don't rush a big purchase because of a countdown.
• Look at who sells it. Items sold by third-party sellers can have different returns terms from items sold by Amazon itself.
• Amazon's own devices are usually the deepest discounts of the event.

Other stores fight back

Many UK retailers run their own sales during Prime Day week, and some match prices. Before you buy, check the same item at a store with a price promise. We list stores' price-match schemes on their pages, for example Screwfix and Ocado.