We officially have the intel on Amazon Prime Day 2025 – and it’s bigger than ever. Actually. Back for its 10th year (it first launched in 2025 to celebrate Amazon’s 20th birthday), this year’s Prime Day will last for four whole days for the first time in the UK (double the two-day norm).
Limber up and mark your calendars: the best Prime Day deals will launch in the early hours of July 8, and remain live until midnight on July 11. So, we thought we’d bring you a round-up everything you need to know to prep for the great deals in store.
Oh, and before we get properly into it, it’s worth flagging that the Prime Day event isn’t just a chance to shop for Ninja air fryers, robot vacuum cleaners, noise-cancelling headphones and top Amazon devices (y’know: Kindles, Echo Dots, Ring video doorbells and Amazon fire TV sticks). You will get the lowest price on those, too, but the limited-time discounts don’t stop there.
Over the past two decades, we’ve seen no shortage of exclusive deals on bits for the GLAMOUR girls, too. Derm-approved face serums, celeb-adored hair tools and makeup buys of TikTok fame. From Elemis to Garnier (always a Prime Day hit – thanks to their micellar water and vitamin C serum price drops); The Inkey List to Hailey Bieber’s beloved Medicube, there are plenty of premium beauty brands for you to save on. In fact, beauty lightning deals often compete with what’s on offer during Black Friday.
Whether you’ll be browsing for a product that has been on your wishlist for a while, or you’re stocking up on Amazon gifts, becoming acquainted with the best deals is well worth your time.
Your Amazon Prime Day FAQs, answered:
When is Amazon Prime Day 2025?
Amazon confirmed in a June press release that its annual extravaganza – the retailer’s most popular, global sale event – will take place between 8th July and 11th July. The shopping event will kick off at midnight and end and midnight, making it double the length of previous UK Prime Days.
What’s new in 2025?
Well, the obvious: Amazon Prime Day 2025 is a four-day-event instead of the two-day-event that we’re used to, which means shoppers have a full 96 (!) hours to save big on smart watches, security cameras and sparkling highlighters.
Aside from that, there are some other changes which were mentioned in Amazon’s press release. Namely, the new “Today’s Big Deals” daily drops section (Amazon says that will be home to some of the most exciting deals in the event), and the return of Prime for Young Adults (essentially, a discounted Prime membership rate as well as other perks).
How long will Amazon Prime Day last?
As mentioned above, Prime Day will last the four days in 2025. Historically, both Prime Day and Prime Big Deal Days – whether held in July or October – have lasted for two, so this is the first time ever that we’re seeing four full days of deals.
Where will Prime Day 2025 take place?
Amazon’s July Prime Day sale event will take place in over 20 countries according to their statement released earlier in the year. It’s happening in Ireland for the first time ever, and will return to: the UK, the US, Portugal, Saudi Arabia, Singapore, Poland, India, Italy, Japan, Australia, Austria, Belgium, Brazil, Canada, Egypt, France, Germany, Luxembourg, Mexico, the Netherlands, Spain, Sweden, Turkey and the United Arab Emirates.
When was Amazon Prime Day 2024?
Amazon Prime Day is known to typically kick off some time each July. Last year, the event ran from midnight on July 16th, to July 17th at 23:59. There was also a second Amazon Prime Day in October – which ran between October 8 and October 10. Whew.
What were the dates of Amazon Prime Days in previous years?
- 2024: July 16 – 17.
- 2023: July 11 – 12.
- 2022: July 12 – 13.
- 2021: June 21 – 22.
- 2020: October 13 – 14 (thanks, lockdown).
- 2019: July 15 – 16.
- 2018: July 16 – 17.
- 2017: July 11 – 12.
- 2016: July 12.
- 2015: July 15.
Do I have to be a Prime member to shop on Amazon Prime Day?
Yes, you have to be an Amazon Prime member – or at least be on a free 30-day trial – in order to take part in Amazon Prime Day. Amazon Prime membership costs £8.99 a month or £95 for a year, and signing up will make you eligible for other benefits way past Amazon Prime Day like free deliveries when you’ve hit pan on your favourite moisturiser, over 800,000 free e-books, and access to Prime Video and Amazon Music services.
What types of deals can we expect on Amazon Prime Day 2025?
Details of specific discounts are still top secret for the time being. But, taking a look at past Amazon Prime Day deals gives us a pretty good ideas of what to expect. Historically, we see heavy savings on beauty devices like epilators, at-home laser hair removal devices, hair dryers, hair straighteners and curling wands – plus savings with fashion brands including Levi’s, Wrangler, Calvin Klein and Teva.
The best-selling Amazon products among GLAMOUR readers every Prime Day fall within the affordable beauty category – from Garnier’s Micellar Water, vitamin C serum and sunscreen spray to snail mucin serums from those ever-epic Corsx deals to e.l.f. setting spray, setting powder and summer-appropriate highlight.
To get a better idea of what to expect this year, we’ve rounded up some of the best early Prime Day deals below. You can also shop from our edits.
How to prep for Prime Day 2025 according to our Shopping Editor:
Sign up to our GLAMOUR shopping newsletter, ‘cos we’ll be alerting you to our most-favourite savings when the big day finally arrives. As for other tips?
- Make a list of everything you want to buy.
- Stay flexible.
- Get in there early.
- Consider Amazon Prime Day alternative sales, too.
For more from Glamour UK Commerce Editor Sophie Cockett, follow her on Instagram @sophiecockettx.
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