Everything you need for Amazon Prime Day 2026: From discount coupons you’re missing out on to savings on Amazon devices

If your Amazon Wishlist has been growing over the last few months, now might be the time to finally hit that checkout button.

Amazon Prime Day is back for 2026, and, as always, it’s shaping up to be one of the biggest shopping events of the year. Whether you’re looking to upgrade your tech, stock up on household essentials, refresh your skincare routine, or finally buy that must-have tech item you’ve been eyeing up, there are plenty of deals to get excited about.

From how to access the discounts to the sneaky on-page coupons many shoppers miss, here’s everything you need to know before Prime Day kicks off.

When is Prime Day 2026?

It has been confirmed that Amazon Prime Day 2026 will run from 23-26 June, making it a four-day shopping event packed with discounts across all categories on the site, including tech, fashion, beauty, home, household essentials, gaming and much more.

This is an upgrade to the usual two-day event that’s been held in July in previous years.

Historically, Prime Day has been one of the best opportunities of the year to save money on everything from big-ticket tech purchases to bulk-buying everyday essentials, with millions of products included in the event.

Click here for the best early deals on Amazon ahead of Prime Day

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Is Prime Day only for Prime members?

Prime Day is designed to be a members-only shopping event, meaning you’ll need to have an active Amazon Prime membership to unlock the discounts available during the sale.

There are a few additional perks that come with membership, too.

Both during and outside of sales events like Prime Day and Black Friday, Prime members often receive early access to selected Lightning Deals. This means you’ll be able to shop some offers up to 30 minutes before non-members.

Whether Lightning Deals are always worth rushing for is another question entirely, but getting first dibs on limited-stock products certainly doesn’t hurt.

If you’re not currently a member, you can sign up for Amazon Prime for £8.99 per month, or £95 per year. Amazon also offers a 30-day free trial to new customers, so if you haven’t been a Prime member before, the Amazon sale is a good time to try it.

You can sign up just before Prime Day, take advantage of the discounts, and then cancel it before the trial period ends if you decide that a Prime membership isn’t for you.

Of course, membership comes with more than just shopping perks, too, including access to Prime Video and Amazon Music Prime, plus a Deliveroo Plus Silver membership.

What brands will offer discounts on Amazon Prime Day?

The better question might be: what brands aren’t offering discounts on Prime Day?

Every year, hundreds and hundreds of brands take part in Prime Day, with savings available across virtually every category on the Amazon website.

Whether you’re shopping for fashion, homeware, beauty, technology, fitness equipment, pet supplies or household goods, there are usually deals everywhere you look.

The sale hasn’t officially kicked off yet, but Amazon have already confirmed savings of up to 35% on everyday essentials from trusted brands including Dyson, Garnier and L’Oreal.

If you've been meaning to replace your hair dryer, electric toothbrush or shaver, Prime Day is often a good time to do it. Personal care appliances from trusted brands such as Oral-B, Philips, Remington and ghd are also expected to feature in the sale.

Discounts are also expected across skincare, makeup and haircare from names including Aveeno, CeraVe, La Roche-Posay, Color Wow and Maybelline.

In other words, whether you're buying shampoo or shopping for a new laptop, chances are you'll find a deal somewhere.

Amazon

Will Amazon Kindle be on sale in Amazon Prime Day?

If history has taught us anything, it's that Amazon absolutely loves discounting its own products during Prime Day.

That means if you've been waiting to buy a Kindle, Echo smart speaker, Fire TV Stick, or Ring Doorbell, this is usually one of the best times of the year to shop.

Amazon-owned devices are regularly among the biggest sellers during Prime Day because the discounts can often be significantly better than those seen throughout the rest of the year.

If you've been thinking about upgrading your current Kindle for summer reading or adding a Ring Doorbell to your home security setup, it's worth keeping an eye on the deals page once the sale begins.

While most people associate Prime Day with gadgets and tech deals, it's also worth remembering that Amazon Fresh gets involved too.

From fresh produce and cupboard staples to household necessities, it’s an easy way to sort your weekly food shop without leaving the sofa.

If you're already placing an order for Prime Day bargains, sorting a grocery delivery at the same time makes it all more convenient.

Amazon is also offering up to 30% off products from its own range, so you’ve got plenty of opportunities to save on the basics while you're shopping.

Amazon

Do Amazon Prime Day deals change?

Generally speaking, products that are clearly labelled as Prime Day Deals tend to remain discounted throughout the event. You may even spot early deals in the days and weeks before the event.

However, not every deal works the same way.

Lightning Deals, for example, are time-limited and stock-limited promotions that can disappear quickly if they're particularly popular. Once they're gone, they're usually gone.

Products that aren't specifically marked as Amazon Prime Day Deals may also fluctuate in price throughout the event, so it's always worth keeping an eye on items sitting in your basket or on your Amazon Wishlist.

If you've been tracking a product for a while and it suddenly drops to a price you're happy with during Amazon Prime Day, it's often worth grabbing it rather than hoping for a bigger discount later.

Another thing many shoppers overlook is Amazon's on-page coupons that can change Prime Day deal prices.

You'll often find small tick-box discount codes underneath product prices that can knock an additional amount off at checkout.

They're surprisingly easy to miss, especially when you're scrolling quickly through hundreds of deals, but they can sometimes save you an extra few pounds on top of existing discounts.

It's one of the easiest ways to maximise your savings during the event.

How often is Amazon Prime Day?

The main Amazon Prime Day event only happens once a year.

However, Amazon now runs several sale events throughout the calendar.

Earlier in the year, there is usually the Spring Sale, which typically takes place in March. Then, after the summer Prime Day, the next shopping event is Amazon's Prime Big Deal Days in October.

And, of course, Black Friday arrives in November shortly before Christmas shopping season gets underway.

With four months between this Prime Day happening in June and the Prime Big Deal Days event that typically runs in October, this is likely to be one of your final opportunities to score significant discounts before autumn hits.

Amazon Prime Day 2026 is shaping up to be one of Amazon's biggest shopping events yet.

With four days of discounts from 23-26 June and offers from hundreds of household-name brands, there's plenty for bargain hunters to get excited about.