Is Amazon Prime Day actually worth it? We've been writing about it for years - here's what we really think

Amazon Prime Day promises major discounts, but are they worth it or should you wait for Black Friday sales later in the year instead?

Amazon delivery person carrying an Amazon parcel
(Image credit: Amazon)

If you're a regular Amazon shopper, you will probably already be aware of Amazon Prime Day - its annual sale that is exclusive to Prime members.

While there are lots of ways to save money when shopping with Amazon year round, its two-day sale event offers a great opportunity to bag a bargain, including a whole host of Prime Day baby deals that are perfect for new parents, and Prime Day toy deals that your kids will love.

You are probably familiar with how the sale works - a couple of days of ever changing bargains, exclusive to Prime members. But, it's not always clear cut as to when you actually get the best bargains. Especially when Amazon has other sales throughout the year, including a Prime Day-type sale in October and Black Friday at the end of November. If you need help finding the real bargains, then we've got bucket-loads of tips on how the get the best deals on Prime Day.

Is Amazon Prime Day worth it?

Whether Amazon Prime Day is worth it will ultimately depend on a few factors. If you spot a discount on something you would have paid full price for, then its definitely worth it. Plus, it's a great opportunity to stock up on gifts you might need throughout the year at a fraction of the price (although bear in mind you will need to find a place to store your purchases). It can also be a good opportunity to stock up on consumables - everything from bulk washing tabs to nappies.

If you've got a baby on the way, or are a new parent, GoodtoKnow's Consumer Editor Heidi Scrimgeour says Prime Day could be well worth holding out for if you can: "Is it worth parents holding out for Prime Day to bag a bargain bit of baby gear? Honestly, that might be the silliest question I’ve ever heard. It’s only NOT worth it if you bathe in £50 notes and have no need interest in saving a few quid. Absolutely everything that parents could possibly need to buy is price-slashed at some point during Prime Day so you’d be mad to miss out.

"You can save on everything from all the pricey gear you budget for like prams, pushchairs and car seats to all the little essentials that soon add up, like nappies, wipes and even baby food and formula milk.

"My top tip is to think about what spendy bits of baby gear you're going to need over the next 12 months. The next category of car seat for your growing tot? A travel stroller for next summer's holiday? If you've got the storage space, nab them during Prime Day and pop them away until you need them. And don't forget to think about Christmas and birthday gifts for little ones - Amazon's kids' devices are brilliant and always a mega bargain on Prime Day."

If you're planning to stick to a budget, it pays to be mindful and come up with a wish list of things you actually need. To get the best deal, it's also a good idea to be flexible on some of the specifics - certain colours of a particular product may be cheaper than others, for example. But only if it's not going to bother you. If it is, then it will be a false economy.

Remember, there will be some great deals available on Prime Day, but there will also be some deals that aren't so great. So, make sure you know how to tell the difference.

How to check if you are getting a good deal

  • Shop around: Check other retailers before you buy to see if they are offering your chosen item at a cheaper price. Remember to factor in any delivery costs.
  • Check the price before the sale starts. Start looking at prices now, then when deals drop, you can see what kind of discount you're really getting.
  • Check price histories. Use website CamelCamelCamel to see the Amazon price history of your chosen product. You might find that something is actually cheaper at a different time of year, and you may choose to wait until the price drops further.
  • Make sure you are a Prime member (or have a 30-day free trial) when Prime Day starts

What is the advantage of Prime Day?

While Amazon has deals available all year round, the advantage of Prime Day is the sheer number of deals available on the online giant's site compared to the average day. Deals on some products are likely to be the largest they will be all year and it's an opportunity to stock up on gifts, treats and essentials while the prices are lower. I test and write about toys a lot in my job, so believe me when I say I understand how expensive it can be to buy pressies for kids that they'll love. Even more so when you're kids go to the parties of other kids, and you need to buy presents for them too. Prime Day is the perfect to stock up on some toys at a fraction of the price, to ease the cost burden throughout the rest of the year. As well as percentage discounts, you might also find more special promotions during Prime Day, like getting one free when you buy multiples, so keep your eyes peeled for those.

It's also a great perk of being a Prime member, as these discounts are exclusive to those who pay the monthly or annual membership fee (or those who are in the midst of a free trial).

Is there anything worth buying on Prime Day?

Our experience of covering Prime Day offers in the past means we've got a pretty good sense as to what kind of discounts we can expect. Amazon devices like Echo smart speakers, Fire Sticks and Fire tablets will likely see large discounts, as well as big name brands including Philips, Oral-B, Shark, Tommee Tippee, LEGO, Tonies and more.

While Prime Day is an exclusive Amazon sale, that's not to say that you won't find bargains at other retailers during the same timeframe. Keep your eyes peeled for deals at large retailers like Very and John Lewis, as well as independent retailers through the likes of Not On The High Street and Etsy.

GoodtoKnow's Family Editor Stephanie Lowe likes to look for treats for herself when it comes to Prime Day: "My money goes on my family all year round, new school shoes, holiday savings, tennis lessons blah, blah blah. And even at Christmas I don't do well out of it because I'm so distracted sorting Christmas out for everyone else, I don't 'direct' my husband properly and end up with generic 'I didn't know what you wanted' gifts. So, I wait for Amazon Prime Day so I can get the true 'spoil me' items. The last great bargain I got was the Ulike laser hair removal with £40 off. The year before that was my gel nails kit - I like having a manicure and having smooth legs, i dislike going to get a manicure and a wax. So yeah, for me Prime Day is birthday and Christmas rolled into one. My top tip is to set up a notification on your wait-listed or watched deals so you don't miss out."

How do I know if something will be cheaper on Prime Day?

In most cases, you won't get advanced notice of the items that are going to be discounted, until the sale starts and the discounts are applied, but it's unlikely that brand new items will be heavily discounted. However, when it comes to Lightning Deals - short term discounts that are around for hours rather than days or until the stock runs out - Amazon tends to give you some warning. It'll highlight upcoming deals, as well as the time they start, and you can set alerts in your account so you are notified when the deal starts so you don't miss out.

How many sales does Amazon have a year?

Amazon usually has a minimum of two sales a year, its 48-hour Prime Day sale in July, and it's Black Friday/Cyber Monday sale at the end of November. Prime Day has taken place each year since it was first launched in 2015, so 2024 will be its ninth year.

There could also be another Prime-Day style event taking place in October, if the last couple of years are anything to go by. In 2022, Amazon held a 48-hour sale called the Early Access Prime Day sale in October, and it was seen as a precursor to its big Black Friday sale. The October sale returned in 2023, although it was called Amazon Prime Big Deal Days instead. While the names might change, they are in essence a Prime Day sale - 48 hours of exclusive discounts for Prime members. It has not yet been confirmed whether the October sale will take place again in 2024 - but we'll keep you posted as soon as we know.

Should I wait for Black Friday instead?

Whether you should purchase something on the Prime Day or wait for Black Friday, depends on how desperately you need it and what your research tells you. If you see a deal on Prime Day at a price you are willing (and can afford) to pay, then it's worth snapping it up, as there is no guarantee that you will get the same offer again come November. Plus, if you plan on holding off until Black Friday, and then find you can't wait that long, then you may find yourself paying full whack for something you could have got in the sale.

However, if you've used a tool like CamelCamelCamel, and found that the item you want is historically always cheapest at the end of November, and it has been for the last few years, then it may be worth holding fire. But it's a gamble - there is no guarantee that will be the case again when November rolls around.

Our experts

Profile picture of Goodto Family editor Stephanie Lowe
Stephanie Lowe

With over 13 years' experience as a digital journalist Stephanie is a wealth of knowledge and experience when it comes to all things family and lifestyle. 

Profile picture of Goodto Consumer Editor Heidi Scrimgeour
Heidi Scrimgeour

There is virtually nothing Heidi doesn’t know about baby gear. From which car seat will actually make your life easier, to whether you really need off-road wheels on your buggy, there is no parenting problem she hasn’t solved when it comes to shopping for essentials for your baby, toddler or youngster. Heidi has her hands full as a parent to her three children aged between seven and 16 years old.

If you're not already a member, you can sign up for a free 30 day trial to take advantage of all the Prime member perks (including Big Deal Days and other hidden benefits of Amazon Prime, like free Deliveroo Plus) for the duration of your trial (just remember to cancel it when the trial ends if you don't want to pay the monthly or annual fee).

Consumer Writer & Money Editor, GoodtoKnow

Sarah is GoodtoKnow’s Consumer Writer & Money Editor - which means she writes about everything from this year's top toys and the newest toy releases, to discounts on days out and childcare costs. Sarah is passionate about helping mums save money wherever they can - whether that's spending wisely on the right toys and kidswear or keeping on top of the latest news around child benefit, the motherhood penalty. A writer, journalist and editor with more than 15 years' experience, Sarah is all about the latest toy trends and is always on the look out for toys for her nephew or Goddaughters so that she remains one of their favourite grown ups. When not writing about money or best buys, Sarah can be found hanging out with her rockstar dog Pepsi, getting opinionated about a movie or learning British Sign Language.