Amazon 'Prime Big Deal Days' – Are there genuine bargains to be found?

Amazon's ‘Prime Big Deal Days’ sale runs on Tuesday, 6 and Wednesday, 7 October, offering two days of discounts for Prime members. The sale comes seven weeks before Black Friday on 27 November, and with countdown timers on every page, it's easy to feel you need to act fast. However, while there are genuine bargains to be had, not every deal is necessarily what it seems. Here’s our advice, before you part with your money on an Amazon sale day:

Are the deals real?

Some are, some aren't.

The consumer group Which? analysed 32 high-profile deals from Amazon's June Prime sale. Around two thirds hadn't been beaten in the previous six months – but a third had been cheaper before the sale.

Unfortunately, it found that the 'RRP' or 'Was' price isn't always reliable either. Almost one in five products had never sold at their stated RRP on Amazon UK in the previous six months. The saving you're shown is often bigger than the saving you're making.

A discount is only a bargain if the original price was genuine – and if you actually need the item.

How to check you're getting a good deal

The best way to spot a genuine bargain is to check the price history, not the crossed-out price.

Free tools include:

• CamelCamelCamel (uk.camelcamelcamel.com) – which shows an Amazon item's price history and can email you when it drops to a price you set.
• Keepa (keepa.com) – a browser extension showing price history on the Amazon page itself.
• PriceRunner (pricerunner.com) – which compares prices across many retailers.
• Amazon's own price history – Amazon says many product pages now show up to a year of pricing data, so it's worth looking for this before you buy.

Ask yourself whether today's price is the lowest in recent months, and did it jump just before the sale? If it has regularly been this low before, there's no need to rush. It's also worth reading independent reviews and checking you're not buying an older model that's being cleared out.

What Islanders need to be aware of

• GST is added at checkout. Amazon removes UK VAT and adds Jersey's 5% GST on orders of any value. Compare the final checkout price, not the deal price.
• Not everything delivers to Jersey. Some deals, especially from third-party sellers, may not ship here or may carry extra charges.
• Check the seller. Look at where the item is coming from and the returns policy – returning bulky items from Jersey can be costly.
• Know your rights. Online purchases generally come with a 14-day cooling-off period from delivery. Keep your proof of purchase.
• Don't forget local retailers. Island shops may match prices, and make returns and repairs much simpler.

Should you buy now or wait for Black Friday?

This depends on the product and its price history.

Which? found that most of the Prime sale deals it tracked were the cheapest they had been in six months.

Yet in its 2025 Black Friday research, all 175 appliances it tracked were the same price or cheaper at other times of the year.

• Buy now if the item is at or near its lowest six-month price, you were planning to buy it anyway, and it's within budget.
• Wait if it's been cheaper before, or you're buying larger items such as TVs and appliances, where Black Friday sees more retailers competing on price, rather than just Amazon.
• Don't buy if you only want it because it's on offer.

Remember that Prime Big Deal Days is for Amazon Prime members only.  If you sign up to Prime's free 30-day trial for the sale, set a reminder to cancel or you'll be charged £8.99 a month.

If you’re buying gifts then check the returns policy covers Christmas.

Above all, don't panic – Black Friday and the January sales are only weeks away, so if you miss out this week you’ve still got time to pick up a deal.

Our top tips

Before buying in any sale:

1. Check the price history.

2. Shop around, including local retailers.

3. Look at the final price, including GST and delivery.

4. Check who you're buying from and whether they deliver to Jersey.

5. Read independent reviews.

6. Stick to your list and your budget.

7. Don't be rushed by countdown timers or 'only a few left' messages.

Remember, a bargain is only a bargain if you're getting something you actually want, at a price worth paying.