US Edition
When is Amazon Prime Day 2026?
With analysis from Amazon experts, here’s everything we know, from likely dates to early deals
- disclaimer
-
The products or services listed have been independently tested by our journalists. We earn a commission from the affiliate links in this article. Read more >
Gift cards at the ready: Amazon Prime Day has been confirmed for early summer 2026, although the precise date is being kept under wraps. Love them or loathe them, the retail giant’s sales reliably bring discounts on everything from electric toothbrushes and air fryers to garden hoses.
These deals will be available to Prime members only, in an event that’s likely to run for multiple days (last year’s Prime ‘Day’ ran from Tuesday to Friday).
Spotting the genuine deals in the sale will require some research, however. We’ll be here to scrutinise the offers during the event itself. If we spot any early deals, we’ll post those here first.
Amazon Prime Day 2026: At a glance
- What: Amazon Prime Day 2026
- When: Still secret – but based on past Prime Days, we expect late June or early July
- For: Amazon Prime members only (a subscription costs £8.99 month)
- Deals on: Thousands of products across Amazon – but choose wisely (see below)
Which products will have the best Prime Day discounts?
Vivek Pandya, Lead Analyst at Adobe, predicts that Prime Day will see this year’s best deals outside of Black Friday. “The biggest discounts are expected in apparel, electronics, home and garden and personal care products,” he says, “with broad discounting across other categories in the range of ten to twelve per cent off the list price.”
Our experience would tend to back this up: 10 or 12 per cent off the usual price is what we consider a good Prime Day deal. Ignore claims of 40 or 50 per cent off the ‘full price’, since many products are hardly ever sold at full price. Here are the predicted discounts on key categories, from Pandya’s colleagues at Adobe.
Fewer tech deals this year?
Rick Wong is co-founder of SellerMetrics, an agency working with Amazon sellers. He believes electronics deals in this June’s event may be limited, due to knock-on effects of ongoing geopolitical crises, especially the Iran war.
“There are usually good deals on items like laptops, tablets and headphones,” Wong says, “but I think this year will be strange, because of the supply shock caused by high commodities prices. A lot of my clients who are Amazon sellers have seen the cost to replenish their products increase by 50 to 100 per cent.”
With Prime Day falling shortly before the holiday season, it might be better to focus your deal-sleuthing on luggage, backpacks and packing cubes, all of which have risen in the ranks of Prime Day’s best discounts in recent years. Here are some of the best deals we saw during Prime Day 2025.
