Amazon Prime Day 2020 date and best early deals on NOW

Prime Day 2020 has been officially announced by Amazon and the early Prime Day deals have started

Amazon Prime Day 2020
(Image credit: Amazon)

Amazon Prime Day 2020 is the next sale in the retail giant's annual Prime Day event, following Amazon Prime Day 2019 which took place last July. That 'day' actually lasted 48 hours, which is a bit of a stretch of the definition of a day, but we're not complaining because it gave us more time to shop for some great deals. Spoiler: it'll be two days' long again this year.

When is Amazon Prime Day 2020?

Amazon has confirmed that Amazon Prime Day will take place on Tuesday 13 and Wednesday 14 October 2020. This year Amazon is promising a "huge investment" to support small businesses selling on Amazon in the UK, with a £10 offer to encourage customers to shop small this year.

That means that in the UK, Prime members who spend £10 with "select small businesses" selling on Amazon store from 28 September – Monday 12 October will get £10 to spend on Prime Day. Once Prime Day begins, Prime members can use their £10 credit to purchase almost any product in Amazon’s store, including from small businesses, so it could be the ideal time to get in early and shop for some of the best Christmas gifts AND save a further £10 on your gift shopping.

Amazon's Prime Day page is now live

(Image credit: Amazon)

Today's best Amazon deals

These deals are available for all Amazon buyers, whether you're a Prime member or not...

Early Prime Day deals

Amazon Prime Day early deals are live NOW. Starting Monday 28 September, Prime members can shop early exclusive offers and deals every day leading up to Prime Day on 13 and 14 October. Below are some of the deals.

Amazon Devices – Starting 28 September, save £99.60 and get the Amazon eero 3-pack for £149.40.

Smart Home Security – Also live from 28 September are deals on smart home security, including the new compact indoor smart security camera Blink Mini for just £24.99, and save £60 on the Alexa-compatible Ring Spotlight Cam, now £139. 

Amazon Music - For just £0.99, Prime members who haven’t yet tried Amazon Music Unlimited can get four months of the premium streaming tier with unlimited access to more than 60 million songs ad-free

Prime Video  Prime members can get up to 50% off movies and TV shows to rent or buy through Prime Video from 28 September to 14 October (inclusive), including Yesterday, John Wick Chapter 3: Parabellum and Downton Abbey. A selection of movies are also available to rent from 2 October to 8 October (inclusive) from as little as £1.99 including Dolittle, The Invisible Man, and Arkansas.

Audible – Prime members can enjoy three months of Audible for free if they subscribe between 27 September and 28 October 2020.

Kindle Unlimited – Prime members can enjoy three months of Kindle Unlimited for no additional charge if they subscribe between 1 and 14 October 2020. 

Kindle Book Deals – Prime members who spend £15 on Kindle Books between 1 and 12 October 2020 will be entitled to a £5 Kindle Book credit to spend on any eligible Kindle Book within 30 days.

Amazon First Reads – During October, Prime members can choose two Kindle Books available on Amazon First Reads for no additional charge.

Amazon Fashion Save up to 50% off select styles from Amazon Fashion brands, including Aurique, Iris & Lilly, find. and Truth & Fable.

Amazon Brands – Save up to 20% off on select styles from Amazon brands, including home and electronic products from AmazonBasics, baby essentials from Mama Bear, health and personal care products from Solimo and snacks from Happy Belly.

More early Prime Day deals – Deals start early across all categories and include the Philips Series 5000 Trim-n-Flow PRO Technology Hair Clipper was £53.99, now £34.99, the Toshiba 800 w 20 L Microwave Oven was £66.11, now £55.99, the NESCAFÉ Dolce Gusto Genio S Automatic Coffee Machine, was £89.99, now £59.99. Current selling prices correct as of 24/09/20.

What will the best Amazon Prime Day 2020 deals be?

Amazon has confirmed that Prime Day 2020 will feature more than one million deals globally throughout the two-day event, from top brands including Philips, Toshiba, NESCAFÉ, LEGO, Nintendo, Shark, Samsung, Under Armour, Sony, Le Creuset and many more.

Additionally, this year Prime members get an early start to a season of savings, with deals live from 28th September including the Ring Spotlight Cam, was £199, now £139, the Philips Series 5000 Trim-n-Flow PRO Technology Hair Clipper was £53.99, now £34.99, the Toshiba 800 w 20 L Microwave Oven was £66.11, now £55.99, the NESCAFÉ Dolce Gusto Genio S Automatic Coffee Machine, was £89.99, now £59.99.

What are we likely to see on sale during the two-day Prime Day period? It's also almost guaranteed that Amazon will discount its own devices heavily – and if 2019 is anything to go by some of those discounts will appear in the weeks leading up to Prime Day 2020 and some will continue after Prime Day has ended but the lowest prices will be reserved for Prime Day itself.

As happened on Black Friday 2019, we'd expect the Amazon Echo Dot with Clock to be a) heavily discounted for Prime Day and b) a hugely popular purchase as a result. For Black Friday 2019 it dropped from £59.99 down to £34.99 so if we're lucky we might see it selling for £29.99 over the Prime Day sale period this year. And even if it doesn't drop that low, it's almost certain it will at least match its Black Friday 2019 £34.99 sale price.

As for the Echo Dot WITHOUT a clock? That dropped to £22 for Prime Day 2019 and it dropped to £22 again for Black Friday 2019, so deal hunters will be looking to see if it hits a new £20 low this year.

It's worth noting that those Echo Dots mentioned above are soon to be replaced with new Echo Dots, which are spherical rather than shaped like a hockey puck. Prime Day seems too early for Amazon to discount those new Echo Dots, but we'd expect some bundle offers (eg an Echo Dot with a Hue smart bulb). And perhaps the older Echo Dot models will go for an absolute steal. We'll be watching.

Prime Day 2020 should also be a great time for anyone looking to snap up the current generation consoles – the PS4 and the Xbox One. That's because the PS5 and new Xbox Xbox Series X will be coming in time for Christmas 2020 so you can expect stock of the current consoles to get some hefty price cuts in the months leading up to the release of the new consoles. That should please gamers as console deals were rather thin on the ground over Prime Day 2019 and Black Friday 2019. As for PS5 Prime Day deals, don't expect discounts on PS5 pre-orders (sorry!) but do expect to see some deals on peripherals.

What sold well on Amazon Prime Day 2019?

We know from T3's own data that Amazon devices were hugely popular over Prime Day 2019, which is hardly surprising given the massive price drops they saw. The Echo Show hit its cheapest ever price, so that was a big hit in the sale as was the Echo Dot, which hit a £22 Prime Day low (and that price has not been beaten since). 

Shop today's best Amazon deals

Other products that proved popular were 4K TVs, coffee machines, headphones and fitness bands.

According to Amazon, Prime members worldwide purchased more than 175 million items throughout Prime Day, making it the largest shopping event in Amazon history. Top-selling deals in the US included iRobot Roomba 690 Robot Vacuum, MyQ Smart Garage Door Opener Chamberlain MYQ-G0301, and Amazon Smart Plug. Top selling deals worldwide were Echo Dot, Fire TV Stick with Alexa Voice Remote, and Fire TV Stick 4K with Alexa Voice Remote.

We also have some interesting data about Prime Day 2019 from market intelligence firm Numerator who surveyed Prime Day 2019 shoppers to get a picture of how the event went.

We know that shoppers looking to buy into the Amazon ecosystem (that's Amazon devices like the Echo, Kindle, Fire TV sticks and tablets and Ring Video Doorbells) were offered some really good deals. According to Numerator, the depth of discount on Amazon ecosystem products averaged 45% this year, compared to 37% in 2018. Echo, Fire TV, and Kindle products were all offered at the deepest discounts seen to-date. Additionally, Alexa-enabled products averaged a slightly higher discount of 32%, and many deals on these products – like an Alexa-enabled Instant Pot – included the Echo or Echo Dot as a bundled package.

In relation to other retail holidays, Numerator found that Prime Day 2019 shoppers ranked Prime Day #2 in terms of deal quality, behind Black Friday and ahead of Cyber Monday. In 2018, Prime Day ranked below both Black Friday and Cyber Monday in terms of perceived deal quality, so 2019’s shake-up proves Prime Day’s growing popularity. 

Numerator adds that  for 36% of Prime Day shoppers, 2019 was their first time shopping Prime Day – that’s down from 2018's year’s 44%, but still a significant number of newcomers to the day of deals. 58% of Prime Day shoppers participated in 2018 as well, and 12% of this 2019’s shoppers participated in the first ever Prime Day back in 2015, showing that Amazon has succeeded not only in attracting first-timers, but also in maintaining loyal enthusiasts. 

Hitwise provided further information as to the success of Prime Day 2019, suggesting that it's a shopping event that Amazon is not going to abandon any time soon. According to the market intelligence firm, online visits, transactions, and sign-ups all spiked in key markets.

In the US Amazon's share of transactions among the top 50 retailers was 72% during the 2018 holiday season and rose to 86% on Prime Day. In the UK, Amazon’s focus was on growing the number of Prime subscribers, and it worked. Over 80,000 people signed up to Prime each day over the 48-hour period. That's a +147% rise compared to Prime Day 2018. 

Hitwise says that in the US, the Nintendo Switch was the most searched product, overtaking the still popular Instant Pot. Searches for the Ring doorbell grew significantly this year due to a deal which bundled it with the Echo Show (both Amazon products). In the UK, the Nintendo Switch was also the top searched product followed by laptops, Fitbit, Audible and PS4. They weren't the most purchased Prime Day products, though: Hitwise said – as did Amazon – that the most purchased products in both the US and UK were Fire TV Sticks and Echo Dots, which is not surprising given the massive discounts they got.

Interestingly, it seems that the Amazon Prime Day effect extended to bricks and mortar stores, too. Placer Labs analyses footfall in locations such as shopping malls and retail outlets and it found that the offline impact of the Prime Day sale didn't just affect Amazon, where Amazon’s Whole Foods storesaw visits around 25% above what they were during summer 2018. Walmart saw higher than average in-store traffic over the Prime Day period as did Target and Best Buy. "If Prime Day 2019 is any indication, expect greater levels of crossover between offline and online pushes," Place Labs concludes. "And this doesn’t just mark a significant event for Amazon, but for the retail community as a whole."