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Amazon Prime Day 2021: best early deals live today

Prime Day is now less than a week away – but there are already some incredible deals available.

Amazon Prime app is seen on a mobile phone on January 11, 2021 in London.

Amazon Prime Day is always one of the biggest shopping events of the year, and 2021 is shaping up to be no different. And since it’s less than a week away now, Prime members best get prepared for thousands of deals and discounts across pretty much every last product type imaginable.


In fact, Amazon has already got the ball rolling in the form of a number of excellent price drops across TVs, wearables, smartphones and, of course, its own devices and services. Some are available exclusively to Prime members, which of course, is the whole point of Prime Day: persuading you to join the service. (Read our article on how to sign up for Amazon Prime to find out more.) But there’s also a few price drops out there which are open to everyone. We’ve listed the very best deals further below.

Prime Day (21st and 22nd June) is shaping up to be a couple of days filled to burst with exceptional deals. But it’s not only Amazon who will have discounts across the 48-hour period, with many other retailers likely to follow suit. So you’ll want to know where to find the best deals and how to check prices to make sure you’re getting a genuine bargain.

We’ve pulled together all the key information so that you know everything there is to know about Amazon Prime Day 2021. That includes when it’s happening, what to expect and how to get a good deal.

To find out more about the Amazon devices that could be discounted this Prime Day, read our Amazon Echo Dot review, Amazon Fire HD 10 review and the Amazon Fire HD 8 Plus review. Be sure to check out our best Amazon Echo deals to find the latest price cuts.

When is Amazon Prime Day 2021?

The date is now confirmed – Amazon Prime Day is happening on Monday 21st June and Tuesday 22nd June.

That’s right, Prime Day is, in fact, two days, as it has been for the last few years. Across this 48-hour period, you can expect a wealth of deals to appear online, some of which might only be around for a couple of hours. We’ll be keeping this page up to date with all the best deals we find during this time.

In 2020, Prime Day didn’t take place during the normal period – hardly surprising since nothing about 2020 you could legitimately describe as normal. Amazon Prime Day 2020 was a two-day event, and it happened on the 13th and 14th of October.

Prime Day 2021
Credit: Amazon

What is Amazon Prime Day?

Amazon Prime Day is an annual sales event that the retailer puts on for its Amazon Prime members.

Lots of big brands, including Apple, Samsung and Nintendo, discount their products, and you’ll make significant savings on nearly all Amazon devices. You can expect this to cover the likes of the Amazon Fire TV Stick and smart displays, including the new 2nd Generation Amazon Echo Show 5 and Amazon Echo Show 8.

To gain access to these exclusive offers, you need an Amazon Prime membership which costs £7.99 a month. For this, you get free premium delivery, the ability to watch TV shows and movies on Amazon Prime Video, and the chance to stream playlists via Prime Music. There is also a student Prime membership for just £3.99 a month.

However, Amazon also offers a 30-day free trial, allowing you to take advantage of the Prime Day deals. This is a great way of trying out the membership without committing. If you decide it’s not for you, just remember to cancel before the 30 days are up, or you will be charged.

Best early Prime Day deals

Although it’s still days away, there are already some excellent deals out there, available exclusively to Prime members. We’ve listed the best of them below.

Echo Buds | £119.99 £49.99 (save £70 or 58%) 

Best early Prime Day deals

Leading the run of exciting early deals for Prime members is the offer on Amazon’s own audio devices, the Echo Buds. It shouldn’t come as much of a surprise that Amazon has dropped the price of their earbuds, not since there’s a new second-generation set on the way very soon. But what is a surprise is that enormous 58% price drop, making these Alexa-compatible earbuds a real bargain – and one that hopefully signals many more red-hot deals come Prime Day. It’s worth checking out our best budget wireless earbuds list too, where we’ve got alternatives priced from £30. 

  • Echo Buds | £119.99 £49.99 (save £70 or 58%) 

Ring Alarm 5-piece kit (second generation) | £219 £129 (save £90 or 41%)

Ring Alarm 5-piece kit (second generation)

In another own-brand deal, Amazon has dropped the price of this Ring Alarm kit by £90, though you’ll find similarly exception discounts on the 10-piece and seven-piece kits too. This particular set includes a base station, keypad, one contact sensor, one motion detector and a range extender. This is a self-contained smart security system – but naturally, you’ll be able to pair it with your Echo and other Alexa compatible devices for hands-free control.

Audible membership | £23.97 £0.99 for three months (save £22.98 or 95%)

Best Audible deals

Looking forward to some holiday reading this summer? Now might be the time to give some holiday listening a go if you’re a Prime member, as Amazon is currently offering the first three months of Audible for a mere 99p. Since Audible offers you one audiobook download per month, that’s three titles that you would be getting for a very low price indeed. Head to our how does Audible work page for more info on the service and the various benefits it offers. Keep in mind that after three months, your membership will be auto-renewed at the standard £7.99-per-month rate.

Kindle Unlimited | £23.97 £0 for three months (save £23.97 or 100%)

What is Kindle Unlimited?

Even better than the Audible deal is Amazon’s offer on its Kindle Unlimited service: Prime members can enjoy three whole months for free. Since the service puts over a million different books at your fingertips in – as the name would suggest – unlimited supply, that’s a lot of cost-free reading being offered. Read our what is Kindle Unlimited article to find out more about the membership, which will cost £7.99 a month once that three-month period comes to an end.

Best Amazon deals right now

Although Prime Day is yet to kick-off, there’s still a nice array of price drops to be found – and these are available to all shoppers, not just Prime members.

Amazon Fire HD 10 (ninth-generation) | £179.99 £124.99 (save £55 or 31%)

Fire HD 10 tablet

You can be certain there’ll be plenty of great savings across Amazon’s own devices during Prime Day next week – with the incredible price drop on the Echo Buds we’ve listed above a sign of things to come. But right now, there’s also an excellent discount on the ninth-generation Fire HD 10 tablet. This is the model with the bigger 64GB storage, too. As you can read in our Amazon Fire HD 10 review, our experts loved the ease of use that this tablet offers and the way it doubles up as a Kindle and Echo Show too. They also called out the Fire HD 10’s terrific value for money – well, one 31% discount later, it’s an outright bargain.

Samsung Galaxy S21, 128GB, (SIM-free) | £769 £599.95 (£169.05 or 22%)

Samsung Galaxy S21 128GB Phantom Pink

Amazon has slashed prices across every Samsung Galaxy S21 handset, but the strongest saving to be found is on the Phantom Pink version. Our experts have written extensively about Samsung’s flagship phone and the wider range and recommend it as an excellent choice of phone – and as you can read in our iPhone 12 vs Samsung Galaxy S21 article, it trumps Apple’s flagship in terms of camera quality.

LG 43-inch UN71006LB 4K HDR Smart TV with Alexa | £479.99 £399.97 (save £80 or 17%)

LG 43-inch UN71006LB 4K HDR Smart TV with Alexa

We’ve also noticed a few TVs on sale at Amazon, ranging from budget to mid-range, but of all of them, this is the one we’re most excited about. Thanks to the Euro 2020 games, lots of people are currently in the process of upgrading their TV. So if you’re looking to bring 4K to your living room with a super-smooth smart platform for one of the industry’s leading brands, look no further. If you’re unsure if it’s the right size for your viewing space, read our what size TV should I buy guide.

Echo Show 5 (2019) | £79.99 £64.99 (save £28 or 35%)

Amazon Echo Show 5 review

And, true to fashion, Amazon also one of its own devices on sale right now. We’re not surprised the first-generation Echo Show 5 is on sale since a second-generation model has just been released. Given that there’s only a £10 difference between the generations, we have a feeling the first-gen Echo Show 5 will drop further in price closer, or during, Prime Day. So naturally, we’ll keep this page updated with any new price drop. If you want to find out more about the newest version of this device, read our expert Amazon Echo Show 5 review.

  • Echo Show 5 (2019) | £79.99 £64.99 (save £15 or 19%)

Apple Airpods with charging case | £159 £123.98 (save £35.02 or 22%)

Apple AirPods review

There’s even an Apple product on sale right now, which certainly isn’t something you see every day. Yes, it’s a minimal price drop, but as you can read in our Apple Airpods review, it is a piece of tech our experts rate highly. As you can read in our Airpods vs Airpods Pro explainer, they might not boast the noise-cancelling tech of the Airpods Pro but are still the superb tech you would expect from Apple. The question is: will they drop any further come Prime Day itself?

Fitbit Versa 3 | £199.99 £169.00 (save £30.99 or 15%)

Fitbit Versa 3

If you’re looking for a new wearable, our experts will tell you that the mid-range Fitbit Versa 3 is an excellent choice. As they explain in their review, the breadth of tracking features, excellent guided workouts, and easy-to-use UI sets this apart as a high-calibre fitness tracker. Right now, Amazon has it on sale for over £30 less – don’t miss out.

How to get a good deal on Amazon Prime Day

To take advantage of Amazon Prime Day, you need to be an Amazon Prime member. This can be done by signing up for the 30-day free trial or for £7.99 a month.

  • While you’ll likely see products across Amazon drop in price, many retailers will also put on sales to draw you to their websites instead. Therefore, it is always a good idea to check prices at other retailers in case the product you’re after is being sold for an even lower price elsewhere.
  • If there’s a particular pair of earbuds or smart speaker you’re after, it is also a good idea to keep an eye on prices in the run-up to Amazon Prime Day. This way, you’ll know how much of a saving you’re getting if they’re discounted during the event. CamelCamelCamel is a brilliant tool to help you do this as it tracks the price of any product sold on Amazon and can alert you of price drops.
  • Many of the best Prime Day deals are lightning deals, too, meaning they’re only of limited quantity and for a set amount of time. If you’re looking for a specific product, we suggest regularly checking for new deals – the best ones usually sell out quickly, and new ones will appear throughout the day.

Our expert reviewers are constantly putting new devices to the test. So before you snap up a bargain, it’s also worth doing your research. Whether you’re after a new phone or a printer, read our round-ups before you start shopping:

Our Amazon device reviews:

Looking for a specific product? Find a full list of our deals pages below:

How to sign-up to Amazon Prime

Signing up for Amazon Prime is simple. Sign-up on Amazon for exclusive access to deals, free delivery and Amazon Prime Video.

There’s a monthly cost of £7.99 a month, or £3.99 if you’re a student. Once you enter your card details during sign-up, the amount will automatically be taken out of your bank account each month. And if you change your mind, there’s the option to cancel anytime.

However, if you just fancy trying it out, there is also a 30-day free trial. You can create an account the same way you would with the standard Amazon Prime membership and get all the same benefits (including Amazon Prime Day deals).

If you decide it’s not for you, just make sure you cancel your membership before the 30 days are up to avoid getting charged. Otherwise, the account will automatically renew to a standard paid Amazon Prime membership, and you can continue to reap the benefits.

Sign up for a 30-day free trial now

What deals can you expect on Prime Day 2021?

During Prime Day, Amazon always puts (literally) thousands of products on sale across pretty much every last conceivable category. Whether it be tech devices, home and garden products, kitchen appliances or toys, you’ll find almost everything gets its price dropped during this manic 48-hour period.

As you would expect, Amazon’s own tech products always prove extremely popular. The retailer always slashes the prices of its own devices, making the sales event a great time to snatch up something from its Echo range, or perhaps one of its Kindle e-readers, its Fire tablets or Fire TV sticks.

This has been a trend for a number of years now, with the most purchased product of Amazon Prime Day 2019 being the Amazon Fire TV Stick 4K, which was followed by the third-generation Echo Dot, and the Echo Show 5.

It was a similar story in 2020, too, with Amazon’s Echo smart speakers selling fast yet again. Looking beyond the Amazon devices, we also saw great savings on brands including Apple, Nintendo, Google, Fitbit, Samsung and Roku. Much like with Black Friday, Apple AirPods proved to be extremely popular. Typically costing £159, the earbuds were on offer for less than £130.

Also among the most popular products was the Nintendo Switch Lite. Both the standard Nintendo Switch and Lite consoles were near impossible to find during parts of 2020, thanks to our eagerness for new entertainment in lockdown. This increased demand meant that we saw the Nintendo Switch Lite sell out in minutes on the first 24 hours of Amazon Prime Day.

Many of these products are also likely to be extremely popular for Amazon Prime Day 2021. Along with the Apple AirPods and Nintendo Switch consoles, we expect there to be good deals on Amazon’s Echo smart displays, especially the new Amazon Echo Show 10 and the latest Fitbit Sense.

Unsure which product to pick up? You may want to read our expert best smart speaker, best streaming stick and best Alexa speaker articles in advance.

Amazon Prime vs Black Friday: What’s the difference?

Amazon Prime Day isn’t the only major annual shopping event if you are hunting for tech deals and discounts, with the other notable sales period known as Black Friday/Cyber Monday – scheduled to kick off this year on 26th November.

While Prime Day price slashes are geared towards Prime members (although many businesses will attempt to match Amazon’s deals and capitalise on the branding), the Black Friday/Cyber Monday sales generally include a wider variety of retailers, including Currys/PC World, Argos, Very, AO and John Lewis.

With so many retailers taking advantage of Black Friday, you are more likely to see a wider variety of products or services discounted and for longer.

Amazon Prime Day 2021 is limited to a two-day period: taking place this year on June 21 and June 22, as previously mentioned. Black Friday will last from Friday 26th to Sunday 28th November, with Cyber Monday on Monday 29th.

Much like previous years, however, discounts are expected to actually start much sooner – with retailers marketing Black Friday deals throughout the entire month and launching sporadic price drops on everything from TVs to tumble dryers. Cyber Monday always takes place on the first Monday after Black Friday.

Both events will see major discounts on tech products, but Prime Day is likely to see especially great discounts on Amazon’s own devices and services – such as the Echo Show, Echo Buds, Fire TV sticks, Audible, and its Ring Doorbells.

Amazon markets 30-day free trials for anyone who wants to participate in Prime Day, while Black Friday is generally open to everyone in-store and online. Prime Day also offers Lightning Deals, which typically only last for a few hours.

Typically, the events are separated by months – leaving Prime Day to cover the summer period and Black Friday to capture those shopping for Christmas.

Last year was different due to disruptions related to the Covid-19 pandemic, with Prime Day being delayed to the 13th and 14th of October – pushing the two shopping events closer together. Historically, Prime Day took place around July.

For technology deals, however, both Amazon Prime Day and Black Friday offer fantastic price drops. Be sure to stay with RadioTimes.com for the highlights.


For more of the latest news, product guides and reviews, head to our dedicated Technology hub. And don’t forget to bookmark our Black Friday 2021 guide for more shopping and product discount news.