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9th July 2025
12:01pm BST
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Amazon Prime Day has arrived with lots of fanfare and over 5,000 deals for Prime members to sift through in the hope of a bargain.
Amazon started the sale at one minute past midnight on the morning of 8 July and the last deal will expire at exactly midnight on 11 July – but that is not the entire story.
The Amazon Prime Day sale is not just a set list of discounts that can be accessed for four days. Instead the deals will change regularly, with 'Lightning Deals' and 'deals of the day' introduced every day at different times.
It means the sale of individual high-priority items are ending all of the time during the four days of the sale. Luckily there is a way to navigate this and make the most of the last few days of the Amazon Prime sale.
Lightning Deals are limited-time discounts are released to shoppers daily and have strict time limits – and stock limits – meaning when they sell out, the deal is done.
Each of these deals has a small bar underneath it showing how many have been claimed and how long is left to buy the deal. You can find the latest Lightning Deals in the 'Today's Deals' tab here on Amazon.
Lightning Deals are limited to one per customer because they have limited stock. You can see which deals are Lightning Deals because they will have a badge next to them on the deals page.
Shoppers will also have to navigate 'new deal drops' as new deals are added across the next few days but we do know the final deal will expire at midnight on 11 July.
The Amazon Prime Day sale is live now with discounts on thousands of products from hundreds of major brands.
They include Amazon's own devices and it is the cheapest we have ever seen the Kindle and the Amazon Fire Stick 4K. The Kindle Paperwhite, the fastest Kindle ever, is down from £169 to £139.99 in the sale here.
The Fire Stick has been reduced to £39.99, down from £69.99 for the 4K version, which offers faster and higher quality streaming.
There are also deals on beauty products, headphones, TV sets, clothing and kitchen appliances including Ninja Air Fryers discounted to the lowest prices ever.
The Amazon Prime Day sale is on now for Amazon Prime members. You can get a free Amazon Prime trial here.
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