Should you buy now or wait until Black Friday?
A big percentage discount doesn't automatically mean you're getting the best price. Before buying, we’d recommend checking the exact model against other retailers and, where possible, look at its recent price history rather than relying on the RRP Amazon displays.
We can’t know whether a particular product will be cheaper later in the year, including over Black Friday, so we won't try to predict it. Instead, we'll tell you what the product costs now, how that compares with prices we can verify and whether we think the current offer represents good value.
And if nothing you need is discounted? Buying nothing remains a fairly unbeatable saving.
When is Amazon Prime Big Deal Days 2026?
Amazon Prime Big Deal Days takes place in the UK during October. For 2026, these days land on 6 and 7 October 2026. It’s Amazon's autumn shopping event and is separate from the Prime Day event held earlier in the year - though, you’d be forgiven for just referring to it as Prime Day again.
Is Prime Big Deal Days the same as Amazon Prime Day?
Not quite. As mentioned, Prime Big Deal Days is a separate autumn sale for Prime members, although it’s often referred to as October Prime Day.
That does make things a little confusing when you’re searching for deals, so we’ll be using Amazon’s official Prime Big Deal Days name throughout this page and beyond while covering the October sale.
Do I need Amazon Prime to get Prime Big Deal Days deals?
You’ll need an Amazon Prime membership to access the event’s exclusive Prime offers. However, not every discount you see on Amazon during the event will necessarily be Prime-only, so check the conditions attached to an individual deal before buying.
Some offers require you to apply a coupon rather than automatically reducing the price at checkout.
Eligible customers can sign up for an Amazon Prime free trial, but check the renewal terms before joining.
Related: How to cancel your Amazon Prime membership
How can I prepare for Amazon Prime Big Deal Days?
With every big retail event, we recommend you start with your shopping list rather than the Amazon homepage directly.
If there’s a particular item you’re hoping to buy, note its current price before the event starts. That at least gives you something useful to compare against when the deals arrive rather than relying on the advertised percentage saving.
It’s also worth:
Setting yourself a budget
Checking prices at other retailers
Making sure you're comparing the exact same model or bundle
Adding products you're interested in to your Amazon wish list
Checking whether a deal requires Prime membership or a coupon
Reading reviews before buying something simply because it's discounted