Amazon Prime Day 2018 – Starts July 16: Dates, Early Deals & Previews


Updated: 21:00 07/07/18

Amazon Prime Day 2018: Originally created as an anniversary celebration, Prime Day has become one of the biggest shopping days of the year. Here’s our guide to what you need to know about the big day, including the all-important date.

Amazon Prime Day 2018 – When is Amazon Prime Day 2018?

Amazon has now confirmed that Amazon Prime Day 2018 will start at noon on Monday July 16th and carry on until the end of Tuesday July 17th. Yes, that’s a full 36 hours of Amazon Prime Day deals and the longest Amazon Prime Day yet (by an additional six hours). Perhaps calling it Amazon Prime Day is becoming a bit of a stretch, but we’re not going to complain.

If you’ve been tuning into the World Cup on TV, you’ve probably also seen the adverts for Amazon Prime Day to help get you in the mood. That World Cup advertising slot will have cost Amazon a pretty penny, so that’s only adding to the anticipation that it’s going to be a massive event.

Amazon Prime Day 2018 – What is Amazon Prime Day?

So what exactly is Amazon Prime Day for the uninitiated? Think of it as a bit like Black Friday, but exclusively on Amazon. Amazon Prime Day is a massive sales extravaganza. Yes, Amazon has coined its own sales day.

It’s now in its fourth year and always happens in July. It actually has tended to last longer than just 24 hours in the past, too, and can have some serious discounts that set the precedent before Black Friday. At 36 hours this year, it’s the longest yet.

It’s a pretty smart move by the big retailer, letting it essentially take ownership of a massive sales event. In previous years it’s marketed Prime Day as having ‘more deals than Black Friday’.

Related: When is Black Friday 2018?

Really, Amazon Prime Day is about getting people interested in an Amazon Prime subscription. Amazon’s Prime members have been shown to spend more money, and Amazon really want to promote the extra incentives around Amazon Prime membership that go beyond just the free faster shipping that kicked it all off.

Expect there to be good discounts elsewhere beyond Amazon during the Prime Day period, however, as rivals will look to compete and price match where possible. They’re not going to let Amazon have it all its own way.


Free: Sign up for a 30-day Amazon Prime trial


Amazon Prime Day 2018 – What’s new with Amazon Prime Day 2018?

It’s longer than ever

Firstly, it’s now longer than ever. At 36 hours of deals, it’s a full six hours longer than last year, which already saw an increase over previous years. Who knows how long Prime Day will be next year. Maybe they’ll need to think of a new name…

Prime Day Launches

Amazon has also announced something new and exciting for this year’s Prime Day in the form of Prime Day Launches. These are exclusive products launched early just for Prime members, giving you access before anyone else. Already, there are some Prime Day Launches products available to order and pre-order ahead of Prime Day. So lots to get excited about.

Twitch Prime Free Games

If you’re an Amazon Prime member, you can connect your Twitch account. Doing so will net you free monthly games and in-game loot, alongside a free channel subscription. To celebrate Prime Day in particular, you can expect a free game every day until Prime Day ends on July 17th.

Related: Twitch Prime free games

Amazon Prime Day Events

Amazon is also hosting events in major cities where Amazon Prime is available, such as London, New York, Los Aneles, Milan and Tokyo. The London event, for example, has a screening for Paddington 2 (celebrating Amazon Prime Video) and a concert by Take That (celebrating Amazon Prime Music). Amazon has despatched ‘Smile boxes’ to these locations, that will be unboxed ahead of Prime Day, kicking off the celebrations. You can find out more about the London event here.

Amazon Prime Day 2018

Amazon Prime Day 2018 – Do you need to be an Amazon Prime member?

Afraid so. As you might expect based on the name, Amazon Prime Day discounts are exclusively reserved for Amazon Prime subscribers, so that’s one more reason to have a subscription. You can always be tactical and take out your free 30 day trial to coincide with July but we think there’s enough value in having an all-year round membership.

Amazon Prime Day 2018 – How to get the best deals

So you’re worried you won’t be able to spot a great deal from a dud. Fear not, we’ve got a guide just for that. It’ll help you make the right decisions come the big day.

Related: How to get the best Amazon Prime Day deals

Amazon Prime Day 2018 – What to expect

Last year we saw massive savings on everything from TVs to home appliances and healthy and beauty. Amazon really goes to town for its big sale each year.

The prime (excuse the pun) candidate for discounts have always been Amazon’s own stable of devices like the Fire TV, Echo range and Kindle devices. These typically see deep discounts making it worthwhile waiting if you’re interested in any of them.

We also expect to have deals on SIM-free smartphones from the likes of Motorola and Huawei. Otherwise, expect deals on products beyond the usual tech. We know there’ll be discounts on products including food and drink come the big day, so there’ll really be something for everyone.

Amazon Prime Day 2018 – How big is Amazon Prime Day?

amazon prime day 2018

Still not sure what to expect from Amazon Prime Day 2018? Amazon has said Prime Day 2018 will feature more than one million deals globally and 40 percent more Spotlight deals in the UK than in 2017. That’s a pretty big uptick.

Amazon Prime Day is also a global event, spanning U.K., U.S., Spain, Mexico, Japan, India, Italy, Germany, France, China, Canada, Belgium, Austria and, new this year, Australia, Singapore, Netherlands and Luxembourg.

Here are some fun statistics from Amazon Prime Day 2017 to give you an idea of what’s in store the next time Amazon Prime Day rolls around.

  • The Amazon Echo Dot was the worldwide best seller
  • UK shoppers flocked to an Oral-B electric toothbrush
  • US shoppers were won over by an Instant Pot Duo 7-in-1 slow cooker
  • One Prime Now delivery took less than 15 minutes to arrive, according to Amazon
  • More than 300,000 toys were sold
  • Some 45,000 pairs of headphones were bought
  • And over 37,000 power tools were ordered

Amazon Prime Day 2018 – When was the first Amazon Prime Day?

The first Prime Day happened July 2015 and coincided with the company celebrating its 20 years of existence since being founded by Jeff Bezos. The website has come a seriously long way from its humble beginnings.

Amazon Prime Day 2018 – Early Amazon Prime Deals

If you can’t wait until Amazon Prime Day 2018, there are some great deals live right now to whet your appetite.

Amazon Channels

One such deal in the build-up to Amazon Prime Day; Amazon is currently offering 3-month free trials on certain Amazon Channels subscriptions:

Amazon Music Unlimited

On top of that, there’s also a great discount on Amazon Music Unlimited. You can get 4 months of the music streaming service for just £0.99. This gives you access to a whopping 40 million tracks from today’s biggest artists and a catalogue that’s ever expanding.

You’re able to download songs and albums for offline playback, too, and it’s completely ad-free. Amazon Music Unlimited also works great with Amazon Echo devices, letting you simply ask Alexa to play your favourite tracks or albums. Amazon Music Unlimited is also available across a range of other devices including mobile, tablets and desktop.

If you want to try the service out, 4 months for just £0.99 is a great price. It’s £7.99 per month or £79 for a year thereafter if you decide to carry on.

Sign up: Amazon Music Unlimited – 4 months for £0.99

Kindle Unlimited

You can take out a Kindle Unlimited trial, free for 3 months. This gives you access to over 1 million Kindle books and a rotating selection of popular magazines. You’re able to access content through the Kindle app on mobiles, tablet and desktop, or through Kindle eBook readers.

Sign up: Kindle Unlimited free 3-month trial

Amazon Echo Dot

Surprisingly, Amazon has discounted the price of the Echo Dot ahead of Prime Day proper. It’s now down to just £34.99, a saving of 30% off the usual price. We’d be surprised if it goes any lower during Prime Day. Recently, Amazon has only been discounting Echo Dots if you buy two at the same time, so this is a good saving if you don’t need an extra.

If you’re looking for a way to add Alexa smarts to your home, the Echo Dot is the most cost effective introduction. Even more so with this lower price. We expect to see a lot of smart home tech showing up in Prime Day, such as Philips Hue bulbs, so picking up an Echo Dot is a good idea as it’s a fantastic way to control various devices with just your voice.


Amazon Prime Day 2018  – Other Amazon deals live now

All deals were correct at time of publication but prices are subject to change. Act fast to grab a bargain.


Amazon Prime Day 2018 – What do you get with Amazon Prime membership?

Amazon Prime

The number of benefits from Amazon Prime membership nowadays is almost dizzying. It all started off with expedited delivery but has now expanded to an incredible amount of perks.

Expedited delivery

Quick delivery is still very welcome, mind you. You can get unlimited one-day delivery across millions of items, and in certain areas you can even get same day delivery and 1 or 2-hour delivery through Prime, for absolutely nothing. If you order a lot and are in a hurry, this alone can make Prime membership worthwhile.

Prime Video

Then there’s Prime Video, which features streaming movies and TV shows including plenty of Amazon Originals exclusives like The Tick, The Man in the High Castle and of course The Grand Tour.

Prime Reading

If you’re more of a reader than a watcher, there’s Prime Reading that gives you access to a rotating catalogue of eBooks, comics and magazines as part of your membership. You also get advanced access to editors’ picks each month. These are free books available early.

Prime Music

For music fans, there’s Amazon Prime Music, which has a catalogue of 2 million songs ad-free. This isn’t to be confused with Amazon Prime Music Unlimited, however, as this is a separate subscription service with 40 million songs. There’s a 4 months for £0.99 promotion if you fancy trying that out.

Twitch Prime

Twitch Prime gets you in-game loot every month and ad-free Twitch streaming on the popular gaming service.

Prime Early Access

You also get early access to Lightning Deals as a Prime member, giving you an all-important head start against other bargain hunters. Amazon Family gets you 20% off grocery essentials like nappies and baby food, so great value if you’re a new parent.

Unlimited photo storage

You also get unlimited free photo storage as part of your membership. Fantastic news if you’re running out of storage space on your phone or computer, and a great way to back up those all-important memories.

Prime exclusive Audible trial

If you’re a Prime member, you can also take out a free 90-day Audible trial. Audible is all about audio books and as part of your membership you get credit for one free audiobook every month. You also have access to free audio shows and unlimited listening to original, short audio programmes.

You also get 60% off selected audiobooks. Every audiobook you buy is yours to keep even if you stop your membership. You’re able to listen on a range of devices including mobile and desktop apps, and through your Kindle Fire, Amazon Echo or Fire TV.

Membership costs £7.99 a month once the 90-day trial is over.

But, of course, it being the reason you’re here, you also get access to those tantalising Amazon Prime Day deals.

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