I'm using Amazon's new built-in tool to spot the fake deals from the bargains this Prime Day – this is exactly how it works
And you don't even need to leave Amazon to use it
This year's summer Amazon Prime Day event (running from the 23rd to 26th of June) is in full swing, and if you want to shop in the savviest way possible, there's a new price-checking tool you need to know about.
For years, one of my top tips as Ideal Home's Kitchen Appliances Editor, who has been working Prime Days as a deal hunter for over five years now, was to use a price checking tool such as CamelCamelCamel to check that you're not being hoodwinked over a 'deal'. Often brands will artificially inflate the price of a product prior to a sales event to then bring it down to its normal RRP to create the illusion of a great deal.
Here's how using this new in-built price checking tool can prevent you from getting a bad deal on one of the best air fryers or coffee machines and help you find a worthwhile one instead.
You can find this new price-checking tool, which was officially rolled out in the UK in May 2026, next to where you see the price of the item you're looking for on Amazon. When you click onto it to see the price history, a pop-up window opens with Rufus, the platform's in-built AI tool.
Within the Rufus pop-up you can see a range of information on the product's price, as well as how it relates to the given RRP. Though this is useful information, I would also suggest going one step further and check Amazon's given RRP against what's listed on the brand page.
When shopping one of the best Ninja air fryers, for example, I would always suggest cross referencing with the brand's own site for a better understanding of prices.
While the tool defaults to a one-month view, it has 6-month and 12-month scope available too which will ultimately be even more useful for assessing how good the discount really is. If the price of the item currently is nowhere near what the lowest price over the last year has been, it's likely that there's been price-inflating taking place.
I check prices on products that I've reviewed every day to see if there's a deal worth writing about, so I have quite a good sense of the general price of different bestsellers, like Ninja's Foodi Max Dual Zone air fryer.
As I write this, the day before Prime Day begins, it's currently sitting at £129.99 via Amazon, which gives you £20 off the usual RRP. But if you click into the year view of the price history, you'll see that in November (during Black Friday), there was a much bigger price drop with the air fryer for sale for under £100. That means that it may well be worth waiting on this one rather than pouncing right now.
Testing the Ninja Dual Zone air fryer at our test centre.
In all likelihood, the best deals of this summer will drop during Prime Day itself and during counter-sales run by the likes of AO, Currys and John Lewis. Below you can find the kitchen appliances I think you should bookmark if you're in the market to upgrade your hosting and entertaining game.
With Ninja's new Swirl machine now superseding the Creami, I predict an even better discount to come on this must-have machine. In October it dropped to nearer the £100 mark via Amazon. We gave it a stellar review back in 2023.
Our reviewer Helen loved this bean-to-cup machine when she tried it. It can whip up iced and hot drinks and does milk frothing too.
This was one of the superstar buys of Prime Day last summer. We recently reviewed it and can see why it'll be such a hit for the hot days we have ahead.
Whatever you end up perusing this Prime Day, remember that doing your due diligence will help no end to help you bag an actually good deal. Happy bargain hunting!
