When does Amazon Prime Day start? And more Prime Day questions answered – plus top tips to find the best deals

We are now mere hours away from Amazon Prime Day 2025 going fully live, at least in the UK, where the big sales event kicks off at midnight, Tuesday, July 8.

• See all of today's best deals at Amazon

While there are already early Amazon Prime Day deals available now, I expect many more to appear as Prime Day proper gets underway. And this won't be a just a day of sales, rather discounts will run for the next four days, ending as Friday, July 11 ticks over to Saturday.

As someone who has covered Amazon Prime Day for years, as well as many other sales events, and who heads up TechRadar's Deals vertical, I'm well placed to tell you everything you need to know about Prime Day 2025 and what to expect. So let's get into it.