Amazon Prime Big Deal Days 2026 LIVE: the best deals as they drop, updated all day

What the October Prime Day sale actually is

Prime Big Deal Days is the warm-up act for Black Friday, which this year falls on 27 November.

Amazon uses it to clear autumn stock and get people started on Christmas shopping early, which is why the focus this time is on home and kitchen, cosy-season kit, beauty and toys rather than the sunscreen-and-fans stuff that dominated June.

It's Prime members only. Membership costs £8.99 a month or £95 a year, and if you've never had it, there's a 30-day free trial that covers the whole sale and can be cancelled afterwards. If you're signing up purely for the sale, do it before you checkout, and while you're in there, check your card details and delivery address are current.

One thing that's new this year: Amazon is dropping fresh deals three times a day rather than putting everything out at once. What's on the site at breakfast won't be what's there at teatime, which is exactly why a live blog is worth following rather than a list you read once.

How we pick what deals feature:

In an event this size, a huge number of "deals" aren't deals at all.

Roughly half of what's in this sale is genuinely at its lowest price of the year.

The rest is a percentage off a list price that nobody has actually paid in months, and the typical discount across the whole event is nearer 15% than the 50% and 60% you'll see splashed across the page.

For example from this sale, there are dehumidifiers on sale this week that were cheaper back in spring. It's not a scandal, but not a great bargain.

So we check every deal we post against what that product has actually sold for across 2026, not just against Amazon's list price, and we tell you which one you're looking at. If something's at a true year low, we'll say so. If it's a fair price but not a record, we'll say that too.

Amazon Prime Big Deal Days product imagery

A few things worth knowing about Prime Big Deal Days before you start:

Check for coupons: There's often a tick-box under the price offering an extra few per cent off, and it usually stacks with the sale discount. It's the single most-missed saving on the site.

Don't ignore the boring stuff: Washing powder, toothbrush heads, batteries, pet food. Nobody gets excited about them, but stocking up now at a third off is more money saved than most of the gadget deals.

Build a wishlist first: Decide what you actually want early, and then you're far less likely to end up owning an inflatable hot tub by Wednesday lunchtime.

Watch the end dates: Most of this ends at 23:59 on Wednesday. But Amazon's own device deals, including the Fire TV Sticks, Echo, Ring and most Kindles, run on until 13 October, so those aren't gone when the rest of the sale closes.