Money
Shopping & Deals
Martin Lewis
Amazon's annual event returns on June 23, with many shoppers looking forward to the deals
12:16, 18 Jun 2026 Updated 12:16, 18 Jun 2026
Amazon shoppers have been urged to 'look out' when browsing the upcoming Prime Day deals. The retailer's annual event returns next week, running from June 23 to 26. Available to Amazon Prime subscribers, the event sees deals across a range of top brands.
It could be ideal for shoppers who already have their eyes on a product and want to get it at a discounted price. However, MoneySavingExpert (MSE) has shared a word of advice to customers. The consumer advice website, founded by Martin Lewis, has urged shoppers to 'look out' in case they can get a better deal elsewhere.
The money-saving experts explained that other retailers could offer better prices, even during sales. MSE said: "Amazon's not always cheapest, even during a promo event – so use price comparison tools.
"If there's a product you're looking for, use a 'shopbot' comparison tool such as Google Shopping and Price Spy to find its cheapest online price on that day." The guidance noted that some sites may favour certain retailers.
MSE added that shoppers should also 'look out' in case any retailers offer a price match and better perks, such as a better guarantee. The advice said: "Look out for price-matching from other retailers. Check AO.com, Argos, Currys, John Lewis, Joybuy and others who may offer free extras such as a longer guarantee on some products."
Amazon Prime Day is one of the largest sales events of the year. While the event runs over a four-day window, shoppers can expect a rotating roster of deals. The event officially launches at 12am on June 23 and ends at 11:59pm on June 26.
Last year, the event was held in July. Deals covered everything from summer essentials to beauty and tech. Shoppers interested in the sale can sign up at any time during the event and will then get instant access to the available offers.
Amazon is already offering discounts on some products, having launched several Early Prime Day Deals on popular items, including Ring doorbells and Apple AirPods. Amazon Prime typically costs £8.99 a month, though Amazon is currently offering a free 30-day trial to new customers.
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Prime members automatically get access to Amazon Prime TV, and membership also includes free next-day delivery on purchases.
Amazon says: "When your free trial or membership period ends we'll automatically charge for the next membership period."
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Martin Lewis
Shopping advice
Shopping Picks
Deals
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Amazon Prime Day
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