If you’ve been waiting for the right moment to stock up on essentials or upgrade that kitchen gadget, 2025 brought two solid chances to do exactly that. Amazon ran its biggest-ever Prime Day event in July, then followed up with a second wave of deals in October — and both were reserved exclusively for Prime members. This guide walks through the exact dates, what made each event distinct, and how to make the most of future sales.

4 related posts

Prime Day Dates: July 8-11 · Big Deal Days Dates: October 7-8 · Exclusive For: Prime members · Duration: Four days for Prime Day · Frequency: Twice a year

Quick snapshot

1Confirmed facts
2What’s unclear
  • Exact dates for Prime Day 2026 UK (The Independent)
  • Full deal categories and savings depths (About Amazon UK)
  • Independently verified consumer savings data (The Independent)
3Timeline signal
  • July 8-11: Prime Day (4 days) (About Amazon UK)
  • October 7-8: Big Deal Days (2 days) (About Amazon UK)
  • Expansion from 1 day to multi-day events over years (Huboo)
4What’s next
  • Next Prime Day likely July 2026 (The Independent)
  • Big Deal Days pattern expected to return in October 2026 (The Independent)
  • Prime membership required for all exclusive deals (About Amazon UK)
Fact Detail
Prime Day 2025 Dates July 8-11
Big Deal Days Dates October 7-8
Event Type Prime members only
2025 Expansion Four days for Prime Day

What are the dates for Prime Day 2025?

Amazon Prime Day 2025 in the UK ran from 8 July to 11 July, marking the first four-day event in the campaign’s history. The summer flagship attracted Prime members with deals across over 35 categories, with brands like LEGO, Samsung, and LG featuring prominently in electronics and toys.

The October follow-up event — Prime Big Deal Days — started on 7 October at 12:01 a.m. PDT globally, which translates to 8:01 a.m. BST for UK shoppers. This second wave lasted exactly two days, wrapping up on 8 October.

Summer Prime Day dates

  • 8 July 2025 (start)
  • 11 July 2025 (end)
  • Duration: 4 days
  • First time extended beyond 48 hours

Big Deal Days dates

  • 7 October 2025 (start)
  • 8 October 2025 (end)
  • Duration: 2 days
  • Start time: 12:01 a.m. PDT / 8:01 a.m. BST

The implication: Amazon clearly signalled a preference for longer summer events in 2025, while keeping the October event shorter and tightly focused on holiday-season kicksoff.

What is Amazon Prime Day 2025 in the UK?

Prime Day is Amazon’s flagship annual deal event, exclusive to Prime members. The 2025 UK edition delivered on Amazon’s promise of its “biggest event ever” with billions saved across the four-day window. The event introduced a new feature called “Today’s Big Deals” with daily themes, plus a midnight “New Deal Drop” exclusively for Prime members.

Event overview

  • Annual deal event on top brands
  • UK-specific savings and availability
  • Members-only access required (About Amazon UK)

Exclusive for Prime members

Only Prime members can access exclusive Prime Day and Big Deal Days offers. In the UK, young adults aged 18-22 can subscribe at half price: £4.49 per month or £47.49 per year.

Why this matters

For UK households considering membership, the Prime Day and Big Deal Days savings alone can outweigh the £95 annual fee — provided you shop deliberately rather than browsing aimlessly.

What is Prime Big Deal Days?

Prime Big Deal Days is Amazon’s second major sales event of the year, positioned as an October counterpart to the summer Prime Day. The 2025 edition offered hundreds of thousands of deals for UK Prime members, with brands like LEGO, Samsung, and LG prominent in toys and electronics.

Amazon described the October event as kicking off the holiday shopping season, and in 2025 the company expanded Big Deal Days to three new countries: Colombia, Ireland, and Mexico.

October event details

  • Two days of epic deals in October
  • Prime members only
  • Kicks off holiday shopping season (Amazon News)
  • Record-low prices on Amazon devices reported

Comparison to summer Prime Day

Feature Prime Day (July) Big Deal Days (October)
Duration 4 days 2 days
Timing Summer clearance window Pre-holiday kickoff
New Deal Drop Midnight launches Not confirmed
Amazon devices Major discounts Record-low prices
2025 expansion First four-day event Added 3 new countries

What this means: Big Deal Days is shorter and more seasonal than the summer Prime Day, but it delivers comparable intensity on Amazon hardware — making it equally worth planning for.

How many times a year is Amazon Prime Day?

Amazon ran two major Prime Day events in 2025: the summer flagship from 8-11 July, and the October Big Deal Days from 7-8 October. This confirms Amazon hosts two distinct Prime Day editions per year, a pattern that began stabilising after the pandemic disrupted the 2020 calendar.

Frequency in 2025

  • Twice a year: summer and October
  • Prime Day: July 8-11 (4 days)
  • Big Deal Days: October 7-8 (2 days)

Two events confirmed

The dual-event structure gives UK Prime members two dedicated windows to shop major sales rather than relying on Black Friday in November. Three major Amazon sales in 2025 UK: spring sales, July Prime Day, and October Big Deal Days.

How do I get 50% off Amazon Prime UK?

UK students and young adults aged 18-22 qualify for Prime at half price: £4.49 per month or £47.49 per year. This discount applies to the standard Prime membership, which unlocks access to all Prime Day and Big Deal Days deals.

Membership benefits

  • Exclusive access to Prime Day deals
  • Access to Big Deal Days offers
  • Half-price rate for 18-22 year olds: £4.49/month
  • Full annual rate: £95/year (About Amazon UK)

Discount steps

  1. Sign up for Amazon Prime account
  2. Verify eligibility if aged 18-22 (student or young adult verification)
  3. Select half-price monthly or annual option
  4. Access Prime Day and Big Deal Days deals on launch
The catch

The half-price student discount requires verification and expires once you turn 23. If you’re close to that age threshold, the annual rate may still make sense if you plan to shop both events.

When is Prime Day 2026?

Based on current patterns, the next Prime Day will likely fall in July 2026. Amazon has historically held the summer event in mid-July, and with 2025 marking the first four-day Prime Day, that expansion seems likely to carry forward.

Event 2025 Dates 2026 (Likely)
Prime Day July 8-11 (4 days) Mid-July (4 days expected)
Big Deal Days October 7-8 (2 days) Early October (2 days expected)
Total events 2 2

The pattern: Amazon has shifted Prime Day dates before — moving the 2020 event to October due to the pandemic — but barring extraordinary circumstances, the July-October cadence appears firmly established for the UK market.

Amazon Prime Day 2025 ran from 8 July to 11 July in the UK, expanding to four days for the first time ever.

— About Amazon UK (Official Amazon Blog)

Prime Big Deal Days returns October 7–8, kicking off the 2025 holiday shopping season.

— Amazon News (Official Amazon News)

Confirmed facts

  • 2025 Prime Day UK: July 8-11 (About Amazon UK)
  • Big Deal Days 2025 UK: October 7-8 (About Amazon UK)
  • Prime Day 2025 was first four-day event (About Amazon UK)
  • Members-only access for both events (About Amazon UK)
  • UK student/young adult rate: £4.49/month (About Amazon UK)

What’s unclear

  • Exact Prime Day 2026 UK dates (The Independent)
  • Full deal categories and savings depths
  • Independently verified consumer savings data
  • Whether Big Deal Days 2026 follows October 7-8 pattern exactly
Bottom line: Amazon Prime Day 2025 UK was a four-day event in July, followed by a two-day Big Deal Days in October — both exclusive to Prime members. For UK shoppers, the Prime Day pattern is now firmly twice-yearly: plan your membership and your shopping list for July and October to maximise savings.

Related reading: Martin Lewis money saving tips · best cheap stocking fillers UK

Additional sources

aboutamazon.eu, aboutamazon.eu, calendarlabs.com, telegraph.co.uk

This year’s Prime Day 2025 UK guidehighlighted the first four-day UK Prime Day from July 8 to 11, packed with exclusive member deals on top brands.

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Frequently asked questions

Is October Prime Day better than Black Friday?

Big Deal Days in October offers Prime-exclusive deals before the broader Black Friday rush in November. While Black Friday brings more retailers into the mix, Prime members often get earlier access to Amazon’s deepest discounts through Big Deal Days.

When is the next Amazon sale 2025?

After the July Prime Day and October Big Deal Days, the next major Amazon sale in 2025 is Black Friday in late November. Amazon typically runs its own Black Friday deals alongside the wider retail event.

What is the Amazon Prime Day 2025 UK release date?

Prime Day 2025 UK ran from 8 July to 11 July 2025. Big Deal Days followed in October, from 7-8 October 2025.

When is Amazon Prime Day 2026?

Based on historical patterns, Prime Day 2026 is expected in mid-July. Amazon has not officially announced 2026 dates as of now.

Is there Prime Day twice a year?

Yes. Amazon ran two Prime Day events in 2025: the summer Prime Day (July 8-11) and the October Big Deal Days (October 7-8). This dual-event pattern appears to be the new standard.

When is Prime Day?

Prime Day typically occurs in mid-July. Big Deal Days, the second major event, falls in early October. Both events in 2025 are confirmed: July 8-11 and October 7-8.

Will Amazon have two Prime Days in 2025?

Yes. Amazon confirmed two distinct Prime Day events for 2025: Prime Day (July 8-11) and Prime Big Deal Days (October 7-8). This followed the established dual-event pattern.