Prime Day 2025 is here and it’s Amazon’s biggest Prime Day event ever, with an extended four days of savings featuring exclusive deals across all categories. Amazon’s biggest Prime Day event yet will kick off on July 8, 2025, offering members four days to shop deals worldwide.

  • This year’s extended shopping event will feature some of Amazon’s hottest deals of the summer across all categories including apparel, beauty, and home.
  • New for this year, Prime members in Europe can shop Today’s Big Deals, featuring daily themes curated exclusively for Prime members including limited time ‘New Deal Drop’ deals launching at midnight every day throughout the shopping event.
  • Deals available to Prime members this Prime Day include great discounts on select products from top brands.

With four full days to shop, Prime members have more time than ever to explore and save. Here's a look at some of the exciting offers this Prime Day:

Unlock even more value as a Prime member

*A survey commissioned by Amazon revealed that 75% of online shoppers around the world say finding a great deal gives them a sense of satisfaction. In fact, 68% say it feels rewarding to snag a limited-time deal before it sells out. More than 6 in 10 (63%) say that they’re more likely to shop with a retailer that offers exclusive membership benefits and perks, with exclusive deals (50%) ranking as one of the top motivators. Here’s a glimpse at some of the exciting Prime Day offers (deals and promotions may differ per locale):

  • Amazon Music: Prime members can save up to 15% on a range of the products in the Oasis fan store including CDs, Vinyl and merch.
  • Prime Gaming: Prime Gaming is giving gamers great discounts on products, including the Luna Controller and the Fire TV Stick plus a selection of free PC games.
  • Devices: Prime members will find great deals for select Amazon devices including Echo, Fire TV, Fire tablets, Kindle, Ring, and others.
  • Everyday Essentials: Save up to 30% off on Everyday Essentials products from Skincare and Pet Food to Nutrition Drinks and Household Cleaning products.
  • Amazon Private Brands: Up to 40% off on Amazon basics, Amazon essentials and by Amazon.
  • Amazon Resale: Amazon customers get 20% discount off selected products from Amazon Resale. The discount will be deducted automatically at checkout after selecting the delivery address. T&Cs apply.
  • Amazon Resale: Amazon customers get 20% discount off selected products from Amazon Resale. The discount will be deducted automatically at checkout after selecting the delivery address. T&Cs apply.
  • Amazon Beauty: Save up to 30% off Beauty products including Skin Care and Sun Care, Makeup and Hair Care & Styling.
  • Amazon Fashion: Save up to 50% off on your most-loved Fashion brands, from Premium to summer essentials and activewear.

How to prepare to shop great deals this Prime Day

  • Sign up to Prime: Become a Prime member or start a free trial at your local European Amazon Store to participate in this summer’s shopping event and enjoy fast, free delivery along with all the money-saving benefits Prime has to offer.
  • Rufus AI: Across EU5, Rufus, Amazon's AI shopping assistant, helps Prime members shop smarter and plan better by providing product details, expert advice, and personalised suggestions. Whether exploring a new hobby, comparing products, or checking on an order, Rufus AI offers quick, helpful guidance.
  • Personalised deal notifications: Prime members can set up personalised deal notifications to be alerted when recent product searches go on sale or have new offers available. 
  • Create or update Wish List: Must-have items can be added to the ‘Wish List’ ahead of time, and if they’re on sale, Prime members will be alerted. 

Fast and free delivery with Amazon Prime 

  • Prime members can enjoy all the usual membership benefits this Prime Day, including fast, free delivery on millions of items and the option to choose the delivery option that best suits their needs. Prime members in select EU countries can also receive unlimited One-Day Delivery on millions of items across all categories, with Same-Day Delivery available on over a million items. Prime members can also select free delivery to Amazon Lockers or Counters or choose a delivery day preference with Amazon Day. 

Get ready to save big by joining Prime today

Remember, you’ll need a Prime membership to shop all the deals coming up on Prime Day. If you haven’t already, sign up for savings, convenience, and entertainment all in one membership. More than 200 million paid Prime members around the world enjoy access to Amazon’s enormous selection, exceptional value, and fast delivery.

Survey methodology

*This survey was conducted online by HarrisX among 35207 recent online shoppers from June 20 through July 1, 2025, across 25 countries.