Amazon Prime Day 2025 will return on 8 July to 11 July, offering four days of savings. The summer deals event will run for four days for the first time, giving Prime members double the time to shop hundreds of thousands of deals. There will be savings to be made across all categories, with discounts across top brands.
Become a Prime member
New this year, in Europe, Amazon introduces “Today’s Big Deals”—themed daily deal drops featuring some of the most exciting deals of the event, including limited-time ‘New Deal Drop’ deals launching at midnight every day throughout Prime Day, exclusive to Prime members. Members can enjoy deep discounts across top brands. These special offers launch daily at midnight PDT and remain available for a limited time, while supplies last.
Discover all the benefits available with your Prime membership on your local European Amazon store.
Prepare for Prime Day
Some of the ways that members can prepare and make the most out of Prime Day include:
- Customers in France, Germany, Italy, Spain and the U.K. can ask Rufus, Amazon's AI shopping assistant, questions about Prime Day and receive tailored product information highlighting products that are on deal.
- Discover the right deal with personalised deal recommendations including “recommended deals for you”, “deals related to your lists”, “4+ star deals for you”, and “deals related to items in your cart”.
- Make life easier with fast, free delivery on millions of items included with a Prime membership and choose the delivery option that best suits your needs during Prime Day. Prime members can receive unlimited fast, free One-Day Delivery on millions of items across all categories.
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