Amazon Prime Day 2025 – our editors reveal the best deals to expect (and what might not go on sale)

Here at Ideal Home we're always on the hunt for the best products at the best prices, so there are few things we're as eager to check out as Amazon Prime Day 2025 - and as the time gets closer the more excited we're getting!

While we cover every major sales event, this is one of the biggest in the UK, and definitely the biggest in the summer months. It also tends to feature some of our all-time favourite brands and products.

The dates for Amazon Prime Day 2025 have yet to be confirmed, but in 2024 it was held on the 16th and 17th of July, so we're expecting this year it to be live some time the first half of the month of July.

Once the sales are active we'll be keeping this page updated with only the very best deals to be had. Until then, we've explained what you should expect in July and some hints and tips for being a savvy shopper.

Remember you do have to be a Prime member in order to bag these bargains, so make sure to sign up if you're wanting to take part.

Last summer's Amazon Prime Day saw discounted products available from a host of brands with Amazon storefronts, including plenty of Ideal Home favourites, like Ninja, Tower, Instant, Shark, Vax, Simba, and Emma.

These are a few of the hottest categories we're expecting to see with some major discounts. Prime Day deals like these are usually good, with savings of up to 50% off commonly seen.

• Garden and lawn care: we're expecting deals on Flymo lawn mowers and more
• Floorcare: for Dyson, Shark and Vax vacuums
• Outdoor furniture: for last minute garden refreshes
• Air purifiers: there should be savings on top-performing air purifiers
• Air fryers: from Ninja, Instant Pot and more
• Coffee machines: we'll see Nespresso machines and more for less

Prime Membership

Sign up for Amazon Prime

The deals on Amazon Prime Day are only available to Prime members, so it’s well worth signing up for a free trial or renewing your Amazon Prime membership to ensure you have access.

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Editor's top tips for shopping Amazon Prime Day

With any big sales event, being prepared and knowing what you're looking for is key. Here's how our editors use their knowledge to find the best deals.

Amy Lockwood

My top tip for shopping bedding in the Amazon Prime Day sales would be to look out for deals on tried-and-tested brand names. If you’re in the market for a bargain, then budget bedding brands Silentnight and Slumberdown both have Amazon storefronts that usually have discounts on Prime Day.

You can also find more premium bedding brands on Amazon, such as top-rated bedding from Woolroom and Panda, and mattresses from Simba and Emma.

However, I recommend doing a quick price comparison first. Amazon will often have some great bedding deals, but sometimes the brands will price match those deals on their own websites, and often buying bedding direct from the retailer will get you some useful added extras, such as a sleep trial so you can test the product at home before you buy.

Molly Cleary

For kitchen appliances, Ninja is my go-to brand to lookout for. They often launch exclusives on Amazon during shopping events (like exclusive colourways) as well as dropping their prices on the shopping platform.

Recently I've been testing out their new espresso machine (the Ninja Luxe Café Pro) which makes me hopeful that the OG model might be getting a discount this Prime Day. Fingers crossed.

I'm also a huge Le Creuset stan, so I'm really hoping for some great deals on their cast iron pieces. They already have some bits reduced like this Cast Iron Skillet (now £100 down from £155.00) which is hopefully a good omen.

One thing I've historically noticed is not great to shop on Prime Day is pizza ovens. That's because instead of selling on Amazon, some of my favourite pizza oven brands like Gozney and Ooni often run their own counter-sales, so if that's high up your wishlist, make sure to sign up to their newsletters rather than waiting for Prime Day.

Air fryer discounts are nailed on for Prime Day, so if you've been waiting to upgrade your appliance, wait a bit longer for maximum impact. Brands like Ninja and Tefal always have something to offer, as well as one of my favourite brands Instant. Watch out for those!

Lauren Bradbury

Air purifiers and fans are appliances I always recommend friends and family to pick up during Amazon Prime Day as it’s the prime season for all things air quality and cooling. They’re often heavily discounted as the weather is warmer, and I find that big brands such as Blueair, Levoit, Dyson, and Shark are way more affordable than they typically would be throughout the year.

Amazon Prime Day is also a great time to pick up a new vacuum if you happen to be in the market for one, and it’s almost guaranteed that top-rated models like the Shark Stratos and older Dyson vacuums such as the Dyson V8 will be included within the discount event.

However, I would advise you to heed caution when picking up a vacuum during APD. Although the price drops may seem enticing, it’s still best to shop around - especially if you’re on the hunt for a Shark vacuum. That’s because Shark often quietly runs its own sales during this time, meaning it may be better to shop through them directly.

As vacuums are regularly discounted throughout the year - and most notably during the Black Friday sales - you could also wait a few months to pick up an even cheaper deal.

FAQs

What to buy on Amazon Prime Day

It can be easy to get swayed by the urgency of big discounts and limited-time offers on the Amazon Prime Day, but doing a little research before you buy can ensure you don't make a costly mistake by purchasing a product that doesn't quite fit your requirements.

That's where the Ideal Home team's 'best of' guides are here to help, curating tried and tested best-in-class products, and offering plenty of buying advice to make sure you know exactly what specifications to look out for before you shop.

So, whether you're looking for one of the best mattresses to upgrade your sleep, the best vacuum cleaners to give your floors some TLC, or the best coffee machines for the best brew, you'll find them all on our website.

How can I find good Prime Day Deals?

If you find Amazon confusing to navigate at the best of times, then Prime Day can feel a little overwhelming. Our first piece of advice is to head to the general Amazon deals page, where they gather up everything that's discounted. Here you can make a start with browsing the sort of deals you're interested in.

Another place that is perfect to look for discounts is the Amazon Star Store, which is a storefront packed with only highly-rated products so that you can be sure that they are worth your investment. From appliances to garden tools, it's a great place to shop for certifiably highly-rated products.

What is a Lightning Deal?

Lightning Deals mean an item will go on sale at a discount for a limited time (usually for a few hours, max) or until a certain number have been sold.

On any Lightning deal, you'll see a timer counting down how long you have to claim the deal and a percentage bar that shows how many of that particular item have already been purchased or is in a customer's basket.

When stocks are really low, you might be added to a Waitlist. This means that if a shopper has the item in their basket but doesn't go through to checkout, you might still have a chance to grab it. You'll need to be quick, though!

How long does Amazon Prime Day last?

As we've mentioned, this year’s Amazon Prime Day dates and times have yet to be confirmed, however it tends to run over two days.

In 2024 the discounts went live at 00.01 on 16th July and then Prime Day ended at 23.59 on 17th July, which gave shoppers a full 48 hours to hunt down their bargains. We're expecting something similar this year, but we'll of course keep you in the loop!

Whether you're looking for a saving on one of this year's must-have kitchen appliances, or a discount on some seasonal decor, we think it's clear Amazon is the place to shop. Race you to the checkout!