Amazon’s latest Prime Day sale is in full swing, with discounts across almost every department on the behemoth online superstore. Those price cuts come to an end at 11.59pm tonight, so there’s not long left to secure the ultimate deals.

But with hundreds of thousands of price cuts all claiming to be the best deal ever! it can be nigh-on impossible to determine the items that Amazon clearly wants to shift from its warehouses from the genuinely jaw-dropping discounts.

Fortunately, we’ve scoured the sales event to unearth 9 of the ultimate Prime Day deals that are actually worth your time (and money). These include some of the lowest prices we’ve ever seen, as well as the lowest prices so far this year for some of our top-rated products. We’ve included links to our in-depth reviews, so you can read about these devices before you make a purchase.

The small print? Amazon’s sale is only available to Prime members, so you won’t be able to buy the items at the discounted prices unless you’re subscribed …or you’ve taken out a 30-day free trial to coincide with the sale. 

Keeping scrolling through our guide on Amazon’s latest sales event, known as Prime Big Deal Day, for more information to help you become a bargain maestro, including timings for the sales, discounts and deals from competitors following in Amazon’s footsteps and launching their own sales, tips from bargain-hunting experts, advice from money-saving expert Martin Lewis, and more. Use the links above to jump to a relevant section, or continue reading for everything you need to know…

The vast number of discounts launched by Amazon can be very overwhelming. And honestly, not every price cut that Amazon is shouting about is actually worth your time.

To make things easier, we’ve sorted the wheat from the chaff. Scroll down to find the lowest prices available and impressive discounts to some of the most sought-after products.

Remember: Amazon’s latest sale ends at 11.59pm tonight (October 11) so these deals won’t be around for much longer.

Amazon held its annual Prime Day sale in July, and before that, there was an Amazon Spring Sale earlier in 2023. Last year was a bumper year for bargain-hunters, with two separate Prime Day sales, Spring Sale, and Black Friday discounts on Amazon.

And this year looks set to follow the same pattern, with a Spring Sale, two Prime Day deals, and Black Friday next month.

Amazon’s latest site-wide sale is scheduled to last just over 48-hours.

It started at 12.01am on October 10 and will end at 11:59pm tonight, Wednesday October 11, 2023.

However, don’t assume that all deals included in the sale will be available until late this evening. The best deals are likely to be extremely popular and there’s a risk of these products running out of stock, so you’ll need to be quick to get everything you want. Amazon will also hold a number of Lightning Deals, which have a set expiry time – usually a few hours.

Between the Amazon Spring Sale, Prime Day, Black Friday, and Boxing Day sales… there are a few good sales peppered throughout the calendar for those who want to shop for discounts on Amazon UK. Of course, not all of these sales are equal.

Traditionally, Prime Day has some superb discounts. But if you don’t pay £8.99 per month for a Prime membership (and you have already signed-up for a 30-day free trial to the service within the last six months) then you won’t be able to access any of these deals. If you only buy an item or two, you’ll need to factor in the price of admission when working out whether you got a deal.

Black Friday is the most competitive sale as every other retailer is also taking part and that can trigger price-matching that drives down costs for customers. However, its proximity to Christmas – Black Friday always takes place on the last Friday of the month of November – means that we’ve seen shipping dates on the most in-demand items slip past Christmas in previous years.

For those who are shopping for gifts, this can make the Black Friday sales a nightmare.

Ultimately, the best sale on Amazon is the one that sees discounts on the items you need around the time that you need them (and ideally after you’ve just been paid and have some extra money to spend). And that can take place in the Amazon Spring Sale, Prime Day, Boxing Day sales, Cyber Monday, or Black Friday.

Martin Lewis – who regularly tops surveys as the most trusted man in Britain – has some very memorable advice for anyone shopping for bargains in the latest batch of sales from Amazon.

Lewis, who launched the MoneySavingExpert blog back in 2003 to help Britons discover the best savings accounts, credit card perks, mortgage deals and more, hasn’t specifically addressed the latest Amazon Spring Sale as he’s being kept incredibly busy with the latest interest rate increases, energy bills, and more.

However, the ITV pundit issued some brilliant advice around Black Friday that is perfectly applicable to the 2023 Spring Sale taking place on Amazon at the moment. The 50-year-old campaigner says: “If you were going to buy it anyway and it’s half price, you’ve saved 50%. If you weren’t going to buy it, but do because it’s half price you’ve wasted 100%.”

In other words: if you know exactly what you need to buy in the Amazon Spring Sale – you can enjoy some incredible savings, but if you don’t need anything, it might be worth passing on the bargains no matter the discount.

Amazon Spring Sale can be a brilliant time to cut costs on your existing services – like switching over to its Amazon Music Unlimited service to cut your monthly Spotify bills, or using the unlimited cloud back-up available to all Prime members rather than paying for pricier iCloud storage on your iPhone. Of course, if you’re looking to kit yourself out with some new household items, kitchenware, gadgets, Smart TVs, and more …the discounts can be a great way to save some money.

Just be careful to make sure you don’t buy anything you didn’t already want.

In the last few months, Martin Lewis has been in serious demand, hosting a number of special editions of The Martin Lewis Show on ITV to help Britons save money on bills during the current cost-of-living crisis. Lewis also hosts a radio show, which is repackaged as a podcast, on BBC Five Live.

Whether you’re looking for a particular product, or simply want to make sure you can spot the record-breaking deals from the duds, we’ve rounded up the best tips and tricks to help you master Amazon’s Prime Big Deal Day sale.

The easiest way to guarantee that you get everything you wanted in the latest blockbuster sales event is to know exactly what you’re looking for.

Sounds obvious, right? However, it can be surprisingly tough not to get distracted by the long lists of discounted products or the credit card burning a hole in your pocket.

Writing a list and keeping it in sight as you browse the sales is a brilliant way to stay on track. Have you just moved house and need garden furniture, kitchen gadgets, and homeware? Or do you want to upgrade to a brand-new 4K TV for those winter movie nights or to see the difference with your brand-new PS5 or Xbox Series X?

Whatever it is, start by writing out a list of some must-have items and then figure out what budget you would like to spend.

This helps to prevent you from buying products you don’t actually want or need.

If you’re unsure of what product you want but know the type of item i.e an air fryer, it’s a good idea to do research ahead of the day on the top reviewed models out there.

That way you can look out for discounts on the items and you won’t blindly spend on an air fryer that’s subpar in performance. Thankfully, we’ve got you covered with a number of in-depth reviews and guides to help you find the perfect product for you. Check out some of our guides below…

If you want to get the best deals from Amazon, it’s a good idea to become a Prime member.

For those who don’t know, Amazon Prime is a membership scheme that unlocks a slew of benefits for those who shop on Amazon UK. Prime members enjoy exclusive 30-minute early access to all Lightning Deals (time-limited discounts that roll-out throughout the year, but increase for Prime Day, Spring Sale, and Black Friday) so you can get ahead of the crowds and secure these deals before stock runs out.

Not only that, but Prime members enjoy next-day delivery at no extra cost (and same-day delivery in some parts of the country) so you’ll get your hands on your new item before anyone else too! If you’re thinking of shopping in the sales, you really need to be a Prime member.

Prime membership costs £8.99 per month, although Amazon offers a free 30-day trial that unlocks all of the benefits listed above. Even if you’ve taken advantage of a Prime trial in the past, it’s worth checking whether your account is eligible for the free trial again as Amazon allows customers to test its Prime service roughly once-a-year or so.

You can check whether you’re eligible for a free trial of Prime membership by clicking HERE.

Prime isn’t just about speedy delivery and early access to deals, there’s a dizzying number of other perks, including free PC games, exclusive TV shows and movies via Prime Video, ad-free podcasts, unlimited photo backup, an upgrade for your Deliveroo account, and much, much more. You can find the full list of Prime benefits here.

Amazon Warehouse is a little-known section of the online store where Amazon sells returned items for a discount. It also offers products that have seen their packaging damaged in shipping – these items are still new but most look as if they’ve been sat on in transit.

Of course, all of the same money-back guarantees and hardware warranties are brand-new items apply to Amazon Warehouse purchase, so if anything is actually broken you’ll be able to get a full refund. And since these items are all fulfilled by Amazon, Prime members can expect to receive their package the following day at no extra cost – just like buying new!

So why would you want to buy an item with torn packaging? Or an unwanted gift that someone has returned?

The simple answer is that Amazon Warehouse items are much cheaper than their brand-new counterparts. For a limited time, the already-discounted items will be slashed by an extra 20% for record-low price tags! Even items that have been heavily discounted in the January sales can be beaten by Warehouse promotions!

When shopping online, it’s always important to be cautious and protect yourself from scams. Express.co.uk has rounded up some key tips to help you avoid being scammed –

1. Use a secure payment method: If you’re not familiar with the website, check that it offers secure payment options, such as credit cards, PayPal, Apple Pay or Google Pay. Apple and Google Pay keep your card details hidden from the retailer, with a unique token for the transaction generated instead. Even if the website has poor security practices, your debit or credit card details can not be stored by the retailer, which is a relief

2. Have you heard of the website before?: It’s easy to get caught-up in the excitement of bargain-hunting, but if you’ve never heard of the online retailer you’ve stumbled across …that could be a cause for concern. An easy rule of thumb is – would you recommend a close family member shop on this website? If there’s anything about the website that gives you pause, then it might be worth thinking twice about putting your own card details into the site – even if it has a significantly cheaper price tag!

3. Research the seller: Look for reviews and ratings from other customers, and be wary of sellers with a low rating or no history. If the seller is offering a product at a significantly lower price than other retailers, that could be a red flag

4. Check the website’s security: Make sure the website you’re shopping on has a secure connection by looking for “https” in the URL and a lock icon in the address bar

5. Use a credit card: If you do end up being scammed, using a credit card gives you more protection than using a debit card. Credit card companies are more likely to help you get your money back in the event of a scam.

By following these tips, you can help protect yourself from scams and have a safer online shopping experience.