Amazon Prime Day unleashes Black Friday-like discounts, and experts believe Britons will spend record amounts

Amazon has kickstarted its latest Prime Day sale, with thousands of discounts across almost every department stocked in the online superstore, including electronics, kitchen, gaming, beauty, and fashion. Check the latest Prime Day deals and discounts on Amazon UKOr sign-up for a 30-day free trial of Amazon PrimeThe catch? Unlike Black Friday, the Prime Day sale is only available to those with an Amazon Prime membership, which costs £95 per year. While it's known as Prime Day, Amazon has extended the sale to last June 23-26, promising access to Amazon’s best deals of the summer. If you're not already signed up for the loyalty scheme, you'll be able to sign-up to a 30-day free trial to Prime at checkout to unlock the exclusive price cut. If you don't fancy it, Amazon still lets you miss out on the discount and buy the item for its non-Prime Day price too.Amazon has cut prices across its own devices, with huge discounts on Amazon Echo smart speakers, Fire TV Sticks, and Kindles in the sale.But there are also discounts to PlayStation 5 consoles, Ninja air fryers, Eufy robot vacuum cleaners, Meta Quest 3S virtual reality headsets, Ring video doorbells, Apple Watch, and much more. Jamil Ghani, vice president of Amazon Prime, said: Prime Day is one of the biggest moments of the year for members, whether they're looking for deals on the latest electronics or saving on fresh groceries and household essentials, the value of Prime keeps growing, and this year is no exception.Prime Day 2025 saw record-breaking sales, and estimates from Adobe Digital Insights believe the timing of the Prime Day sale in the middle of the World Cup tournament means we can expect Britons to break records once again. Despite cost-of-living concerns, online spending on the four-day event – which runs from June 23 to June 26 – is forecast to rise 7.9 on last year. Experts at Adobe believe that World Cup-related items, viewing upgrades, and home improvements for the summer, will drive the biggest uptick. It has predicted spending on streaming devices will be up 65 on the last month, projectors by 60 and TVs by 45. Other categories expected to see strong sales increases are smartwatches and fitness trackers (115), luggage (45) and smartphones (40).Vivek Pandya, director of Adobe Digital Insights, said: “Prime Day has always been a major spending moment for consumers, both for big-ticket items and everyday essentials. With the World Cup running at the same time, many shoppers will have deferred their pre-tournament purchases for a few weeks to take advantage of the deep Prime Day discounts.”Separate data from Samsung shows sales of projectors were up 46 in April on the previous month as fans invested ahead of the World Cup.Zeena Hill, senior director of marketing at Samsung UK, said: “Fans are investing heavily in upgrading their viewing experience for this World Cup. Both premium TV and projectors are driving strong sales as sport continues to demonstrate the importance of watching the moment live with friends and family.” Our Standards: The GB News Editorial Charter