Deal hunters, Amazon Prime Day 2025 has arrived, and this year it’s bigger than ever. For the first time, the mammoth sale will last four days, ending on Friday 11 July. There are thousands of deals to be found, from TVs, laptops and Apple gear to vacuums and air fryers from Ninja, plus big savings on beauty, mattresses and Amazon’s own devices.
I’ve been covering Prime Day for close to a decade, so I know how to spot a bargain. I’ve tested, reviewed and tracked the price histories of hundreds of products, from tech to appliances, so when I say a deal’s worth grabbing, I mean it. As always, the sale is exclusive to Prime members (£8.99 per month, Amazon.co.uk), and you can currently get a free trial.
Many of the biggest brands are slashing prices. As ever, The Independent’s senior shopping writer Daisy Lester and I will be liveblogging the whole thing, curating the best offers as they drop and flagging anything worth your time (and binning the rest). From the latest live deals this Prime Day to lightning deal alerts, stick with us for real-time updates throughout all four days of Prime Day.
Amazon Prime Day 2025 – live
- Save 40% on the Echo Dot this Prime Day
- Beauty Prime Day deals include 30% off Elemis's cleansing balm
- Save more than 50% on the Amazon Fire TV Stick 4K this Prime Day
- The AirPods Pro 2 have plummeted in price this Prime Day
- Levi's 501 jeans are almost half-price for Prime Day
This Oral-B iO2 toothbrush is just £40 for Prime Day
08:33
This is the electric toothbrush our tech critic Steve Hogarty recommends, and it’s now at its lowest-ever price on Amazon.
Oral-B iO2 electric toothbrush, black: Was £100, now £39.99, Amazon.co.uk
Steve’s tested plenty of electric toothbrushes over the years, and he found this one offered the best value for money. It strips the flashy extras of pricier iO models but keeps the key tech – including the premium oscillating brush head, a pressure sensor and a 30-second timer. If you want something simple that does the job well, this is the one he’d go for.
My favourite robot vacuum has 30% off
08:23
Eufy X10 Omni robot vacuum: Was £799.99, now £549.99, Amazon.co.uk
The robot vacuum I use every day has just received a tempting 30 per cent discount. It vacuums, mops, empties itself and even washes its own mop pads after every run. The app lets you customise everything, and the LiDAR mapping is spot on. Mine never misses a spot and avoids cables effectively.
Save £85 on the Ninja double stack air fryer
08:18
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Alex Lee
Ninja double stack XL air fryer: Was £269.99, now £184.99, Amazon.co.uk
If you’re short on space but still want a dual-drawer air fryer, this is the one I’d go for. Ninja’s double stack XL flips the usual layout on its head, stacking the drawers instead of placing them side by side. It’s a clever space-saving design that actually works, and is slimmer than some single-drawer models. You still get all the key features, including a sync function that lets you cook two different things at different temps and times. With £85 off for Prime Day, this is a standout deal on one of Ninja’s newest releases.
Save 30% on my favourite active noise cancellation headphones
08:13
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Alex Lee
Bose QuietComfort Ultra headphonesWas £449.95, now £319.95, Amazon.co.uk
This is one of the lowest prices I’ve seen on the QC Ultra. They’re the latest flagship model from Bose, with improved clarity and spatial audio that actually adds depth to your music. I’ve worn them on planes, trains and busy streets, and the noise-cancelling makes the world melt away. If you’ve been holding out for a Bose deal, this is the one to grab.
This Lenovo laptop has almost 50% off
08:08
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Alex Lee
This is the laptop I always recommend to friends when they want something no-fuss that just works. It’s reliable, fast enough for everyday stuff, and right now, it’s an absolute bargain.
Lenovo IdeaPad Slim 3, 14in: Was £437, now £239.99, Amazon.co.uk
Now almost 50 per cent off, the IdeaPad Slim 3 is seriously good value. It runs on an Intel Core i3 chip with 8GB of RAM, which is enough for emails, browsing, video calls and a bit of streaming without any stutters. It’s the kind of workhorse laptop you can rely on day-to-day, whether you’re working from home or just want something for casual use. At this price, you’d be hard-pressed to find better.
The Kindle Paperwhite has plummeted in price for Prime Day
07:53
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Alex Lee
If you’re serious about reading but want to ditch the bulk of physical books, Amazon’s Kindle Paperwhite is the one I always recommend. It’s rarely discounted, so seeing it in the Prime Day sale had my ears perk up.
Kindle Paperwhite: Was £159.99, now £124.99, Amazon.co.uk
Amazon’s mid-range Kindle has dropped by 20 per cent for Prime Day, making this the cheapest it’s been all year. In his review, tech writer Steve Hogarty said it strikes the perfect balance between features and price, with a warm-toned front light that’s easier on the eyes at night, a larger and sharper display, and slimmer bezels than the basic model. It’s also waterproof, has weeks of battery life, and feels as light as a paperback. If you’ve been on the fence, now’s a great time to make the switch.
Save 33% on this Garmin smartwatch this Prime Day
07:38
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Alex Lee
Looking for a fitness watch this Prime Day? This is one of the most well-rounded options, and right now, it’s 33 per cent off.
Garmin vivoactive 5: Was £259.99, now £173.99, Amazon.co.uk
This is the watch our running writer Zoe Griffin called “one of the most underrated ways to improve your fitness”, thanks to its recovery insights and daily morning reports. It tracks all the usual metrics including runs, swims, heart rate and steps, but also monitors energy levels, sleep quality and stress, helping you decide whether to push or rest. She found the guided meditations genuinely helpful, and the body battery feature was great for tweaking her training schedule. It’s light enough to wear 24/7 and comes in four colours. At this price, it’s an excellent all-rounder.
Levi's 501 jeans are almost half-price for Prime Day
07:23
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Alex Lee
The Levi’s 501s are a classic for a reason. Sturdy, straight-leg jeans with just the right amount of structure, and right now they’re 40% off. Just be warned: sizes are already disappearing fast.
Levi’s 501 original fit jeans: Was £95.08, now £56.98, Amazon.co.uk
Nearly half price for Prime Day, these 501s are a staple. The original straight-leg cut is timeless, the denim is tough but comfy and they only get better with age. I’m a fan of the stonewashed black shade, which goes with everything – smart or casual. Just a heads up: not every size or colour is still available, so if you spot yours, I’d act quickly.
Save 40% on the Echo Dot this Prime Day
07:08
If you just want a small, affordable Alexa speaker to stick in your kitchen, bedroom or hallway, this is the one I always recommend.
Echo Dot, 5th gen: Was £54.99, now £32.99, Amazon.co.uk
Now down to just £32.99 for Prime Day, the Echo Dot 5th gen is a brilliant budget smart speaker. It’s compact but packs a punch, with beefier bass and clearer vocals than the previous version, and the tap-to-snooze function is a nice bonus in the mornings. Plus it even has a temperature sensor. If you’re after an easy Alexa upgrade, this is well worth it.
The AirPods Pro 2 have plummeted in price this Prime Day
06:53
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Alex Lee
I’ve been tracking the price of Apple’s gear for years, and it’s been months since I last saw the AirPods Pro 2 this cheap. I actually use them myself. They’re the earbuds I wear every day, and if you’ve been holding off, now’s the time to pounce.
Apple AirPods Pro 2: Was £229, now £179, Amazon.co.uk
Now down to their lowest-ever price, these are Apple’s best wireless earbuds by a mile. They’ve got smarter noise cancellation than the AirPods 4, noticeably better audio, and clever adaptive features that respond to your surroundings on the fly. Tech critic David Phelan rated them highly in his review, and I’d agree. They’ve held up brilliantly for me, especially since Apple keeps adding new features via software updates. At £179, they’re a steal
Save more than 50% on the Amazon Fire TV Stick 4K this Prime Day
06:34
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Alex Lee
I’ve tested a lot of streaming sticks over the years, and nothing comes close to Amazon’s Fire TV Stick 4K. Right now you can pick it up for less.
Amazon Fire TV Stick 4K: Was £59.99, now £27.99, Amazon.co.uk
Reduced to just £28 for Prime Day, the Fire Stick 4K supports Dolby Vision, HDR10+ and Dolby Atmos, so films look and sound cinematic. With Wi-Fi 6 onboard, streaming is smooth even when loads of devices are connected. I also love the Alexa Voice Remote. I just ask it to launch apps, play something or turn off the lights, and it listens. If your TV’s feeling a bit slow or outdated, this is an easy fix.
The best beauty Prime Day deals include 30% off Elemis's pro-collagen cleansing balm
06:28
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Alex Lee
This morning, I’m starting with this Elemis cleansing balm that beauty writer Lucy Smith and the rest of the beauty team absolutely rave about.
Elemis pro-collagen cleansing balm: Was £49, now £35.28, Amazon.co.uk
Elemis’s pro-collagen cleansing balm is rich, buttery and packed with nourishing oils and marine extracts. It melts away make-up and grime in seconds, while the spa-like scent makes it feel like more of a treat than a chore. With a rare 30 per cent off for Prime Day, it’s a good time to try it out (or restock if you’re already a fan).
For more beauty deals, check out Lucy’s round-up below:
Amazon Prime Day has begun
06:13
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Alex Lee
Good morning, and happy Prime Day. Amazon’s mammoth sale has begun, and for the first time ever, it’s lasting an entire four days instead of two.
I’ll be here all morning and throughout the early afternoon, sifting through all the top offers so you don’t have to. Whether it’s tech, home appliances, beauty or anything else, I’ve got you covered. Stay tuned – deals, coming right up.
Looking for a pressure washer?
Monday 7 July 2025 17:20
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Daisy Lester
Whether you’re looking to smarten up your garden patio or clean up your car, a pressure washer is the best way to remove all that grime.
Kärcher K2 pressure washer: Was £149.99, now £99, Amazon.co.uk
Kärcher is a firm favourite of our testers, with several models featuring in our best pressure washers review. This K2 edition is ideal for bikes, garden tools, patios and garden furniture. It comes with access to the Karcher home and garden app, giving you a whole host of tips, tricks and instructions so that you can get the most out of your purchase.
Now reduced to £99, it’s at one of its lowest prices of the past year.
Your ultimate guide to the best Prime Day deals
Monday 7 July 2025 16:58
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Daisy Lester
That’s all from me today but senior tech critic Alex will be back bright and early tomorrow morning to kick off Prime Day proceedings.
In the meantime, make sure to browse our consumer editor Sabrina’s guide to the best Amazon Prime Day early deals, from beauty to tech.
A rare saving on an Apple iPhone 16
Monday 7 July 2025 16:55
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Daisy Lester
Looking to save big on the iPhone 16 this Prime Day? You’re in luck, as the 128GB model has already been discounted by Amazon.
Apple iPhone 16: Was £799, now £698, Amazon.co.uk
In his review of the iPhone 16, tech critic David Phelan praised the smartphone’s “extremely useful camera control, the funky audio options and faster wireless charging.” He added, “feature after feature that you might have expected to be Pro-only is on the iPhone 16,” making it an excellent option if you’d been saving up for one of the pricier models.
This Oral B electric toothbrush is less than half price
Monday 7 July 2025 16:30
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Daisy Lester
The Oral-B iO9 electric toothbrush was picked in our review as the best for orthodontics, and praised as a premium option that “packs a punch” with its smart design and powerful clean.
Oral-B iO9: Was £500, now £219, Amazon.co.uk
Sitting just below the flagship iO10, the iO9 still offers “a similar suite of premium features,” according to our tester, including seven cleaning modes shown via intuitive LED graphics. It’s rare that you’ll need to pay full price for the iO9, as it’s often reduced at Amazon, particularly during Prime Day. Its oscillating action is noted to be “more effective than a sonic brush for cleaning around orthodontics,” making it ideal for those with implants or braces.
This expert-approved mattress is discounted
Monday 7 July 2025 16:10
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Daisy Lester
Mattresses are an essential but expensive product to invest in. So, when a sale roles around, we’re always on the hunt for deals on tried and tested brands. Ahead of Prime Day, one of our favourite budget mattresses is currently reduced by more than 25 per cent in the double size, thanks to Amazon.
Dormeo octasmart plus memory mattress, double: Was £699, now £439.96, Amazon.co.uk
While the mattress didn’t quite qualify for our most recent round-up of the best mattresses, our tester praised its breathability and impressive support, so it’s still one to consider, especially now that it’s on sale. “You get a lot of bang for your buck with the octasmart mattress, with the firm and supportive design not compromising on any comfort,” they said.
Get 5l of olive oil for nearly half price
Monday 7 July 2025 15:50
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Daisy Lester
Olive oil has become increasingly expensive, with even the most amateur of home cooks feeling the price rise. So, this deal on a 5l bottle of olive oil caught our attention.
Filippo Berio extra virgin olive oil bulk bottle, 5l: Was £53.33, now £35.14, Amazon.co.uk
This is the lowest this size has ever dropped to, with plenty of olive oil for all your salad dressings, pasta dishes and barbecues this summer. If you love the taste of it, you can get it regularly delivered with Amazon’s ‘subscribe and save’ option, too.
Don't miss this deal on a Eufy robot vacuum
Monday 7 July 2025 15:30
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Daisy Lester
Robot vacuums can take the hassle out of cleaning your home. Eufy is a big player in the world of cleaning appliances, with one model being named our best robot vacuum cleaner.
Eufy L60 robot vacuum cleaner: Was £249.99, now £159.99, Amazon.co.uk
The L60 has enough suction power to pick up standard household dirt like food crumbs and pet hair, but you’ll have to forgo features such as mopping and advanced obstacle detection that pricier models have. It’s currently reduced by 36 per cent as part of Amazon’s early Prime Day deals, so you’ll need to be a member to snap it up. We’ve only seen the price drop this low during last year’s Black Friday sale.
This Shark fan is a heatwave essential, and it's on sale
Monday 7 July 2025 15:10
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Daisy Lester
With another heatwave on the way, you may be after a discounted fan. Enter: Shark’s nifty portable model, which is currently on sale ahead of Prime Day.
Shark FlexBreeze HydroGo misting fan: Was £129.99, now £99.99, Amazon.co.uk
Shark’s HydroGo portable fan combines the five fan speeds of the FlexBreeze, which we named our best cordless fan, with a fine mist, thanks to the addition of a 150ml water tank. Our reviewer found that the original FlexBreeze did a “great job of cooling the air to each side of the unit as well as directly in front of it”, so you can expect the same cooling power from this model.
Right now, you can save 24 per cent on the portable fan at Amazon. The price fell at the end of June, so we could see a further reduction when Prime Day starts tomorrow.
Clean up with these Prime Day vacuum deals
Monday 7 July 2025 14:50
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Daisy Lester
Home appliances like air fryers, TVs and coffee machines are among the most discounted products during Prime Day - and vacuum cleaners are no exception.
Whether you’re after a cordless, handheld, corded, or robot vacuum cleaners, brands including Shark, Eufy and Dyson have all begun to slash their prices.
Shark cordless vacuum cleaner with anti-hair wrap: Was £279.99, now £178.99, Amazon.co.uk
We’re big fans of Shark vacuum cleaners at IndyBest, with its stratos anti-hair wrap vacuum earning the accolade of our best cordless vacuum. Its older models are worth a look too, including this anti-hair wrap cordless vacuum that currently has 36 per cent off at Amazon.
This expert-recommended SPF is half price thanks to Amazon
Monday 7 July 2025 14:30
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Daisy Lester
We all know SPF is a non-negotiable, but how do you go about finding the right formula for you? This tried and tested review of the best formula will certainly help you on your way. Better yet, one of the beauty editor-recommended formulas is half price in the lead-up to Prime Day.
Hawaiian Tropic hydrating protection sunscreen lotion SPF50: Was £16.89, now £7.50, Amazon.co.uk
Thanks to the addition of cocoa and shea butter, our tester found that Hawaiian Tropic’s SPF “it sinks in quickly and leaves the skin feeling supple and nourished”.
We named it our best budget body sunscreen, and now at Amazon, you can get it at more than half off.
When is Amazon Prime Day 2025?
Monday 7 July 2025 14:10
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Daisy Lester
Amazon Prime Day is one of the biggest sales of the year, second only to Black Friday. Amazon has confirmed that the next Prime Day sale will take place from Tuesday 8 to Friday 11 July. This is the first time the sales event has run for four days, so you’ll have even more time to shop for the best deals.
From the best shopping tips to top early offers, our consumer editor Sabrina is on hand with everything you need to know.
“Before you shop the Amazon Prime Day sale, make a wish list to avoid buying products that you don’t need,” she says. “Once the sale starts, use price history tools, such as CamelCamelCamel, to see if you’re truly getting a good deal or if you should hold off buying until the price goes down even further.”
For more, check out the below:
Don't miss these Ninja Prime Day deals
Monday 7 July 2025 13:50
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Daisy Lester
From its famous air fryers to the viral Ninja creami and slushi dessert tools, Ninja is the brand behind everything from exceptional blenders
