Last updated: October 2026. Amazon offers, prices and eligibility can change. This article is independent MoneySavvyUK information; check Amazon’s current terms before joining.
Update: Prime Big Deal Days ran on 6 and 7 October 2026 and has now finished. The free trial rules and smart-shopping tips below still apply to future Amazon sales, and the next big shopping moment is Black Friday. See my Black Friday 2026 UK guide for dates and how to spot fake deals.
I’ll be honest: big sales make me a little nervous. The countdown timers and “lowest price” badges are designed to make us buy quickly, and it’s easy to come away with things we didn’t need. These days I go in with a list, a budget and a plan to cancel any trial I don’t want, and that takes all the stress out of it.
Do you need Prime?
Prime Big Deal Days is a Prime-member event. Amazon says eligible new customers can start a 30-day Prime free trial. A trial is not guaranteed for every account: if Amazon does not offer one to you, you would need another eligible membership route or a paid membership to access member-only deals.
A standard UK Prime membership currently costs £8.99 a month or £95 a year. Students and eligible 18–24-year-olds have discounted membership and may be offered a six-month trial.
Free trial does not mean forget about it
Amazon says the free trial automatically converts to paid membership at the end unless you turn off renewal. If you only want Prime for the sale, note the renewal date when you join and decide before then whether the membership is worth keeping.
How to shop the sale without overspending
- Make a list before the event.
- Check the normal price elsewhere rather than trusting a discount badge alone.
- Set a maximum budget.
- Use Amazon’s deal alerts for products you already intended to buy.
- Check delivery dates and return conditions.
- Do not buy something simply to “save” money.
Amazon’s official announcement confirms the 6–7 October dates and says the event begins at 12:01am BST on 6 October and ends at 11:59pm on 7 October.
Already paying for Prime? Read our guide to checking which Prime benefits you actually use.
Sources
Amazon: Prime Big Deal Days 2026 · Amazon: Prime free trial
How to shop Big Deal Days without overspending
- Make a list beforehand of things you already planned to buy, and stick to it.
- Check price history using a price tracker, so you know whether a “deal” is really cheaper than usual.
- Compare with other retailers. Other shops often run their own sales at the same time.
- Set a reminder to cancel if you are using a free Prime trial and don’t want to keep paying.
- Check the return policy before you buy, especially for marketplace sellers.
Is a Prime free trial worth it for one sale?
If you only want Prime for the sale, a free trial can make sense, as long as you remember to cancel before it turns into a paid membership. Add a reminder to your phone on the day you sign up. If you already use Prime Video or fast delivery regularly, compare the monthly and annual price to see which works out cheaper for you.
How to tell if an Amazon deal is really a deal
- Check the price history. Free tools such as CamelCamelCamel and Keepa show how an Amazon price has changed over time, so you can see whether the “deal” price is genuinely low.
- Compare with other shops. The same item is often the same price, or cheaper, elsewhere.
- Ignore the “was” price. Focus on what you’d actually pay and whether it’s within your budget.
- Check the seller and reviews. Look at who is selling it and read the most recent reviews.
- Check returns. Make sure you can send it back if it isn’t right.
Your Prime free trial checklist
- Check whether Amazon offers your account a free trial before the sale starts.
- Write the trial end date in your phone calendar the day you sign up.
- Set a second reminder a few days before it ends.
- Decide whether the benefits are worth paying for, using your last few months of orders.
- If not, end the membership from your Prime account page before the trial ends.
Already paying for Prime? My guide to Prime delivery and food benefits helps you check whether it’s earning its keep, and my subscription cost calculator shows the yearly cost of all your subscriptions.
Planning for the next big sale
Whether it’s Black Friday, Boxing Day or the next Prime event, the same three steps help: make a list of things you already need, set a budget, and check prices for a few weeks beforehand so you know a real bargain when you see one. If you’re buying gifts, my gift guides are organised by age and budget, and a cashback site can add a little extra back on things you’d buy anyway.
Smart gift shopping in the sales
Big sales are a great time to tick off birthday and Christmas presents, as long as you plan ahead:
- Write a list of everyone you buy for, with a budget for each person.
- Note gift ideas through the year, so you’re not choosing in a rush when the timer starts.
- Buy only gifts on your list, and keep receipts and gift receipts together in one place.
- Check return windows, as some items bought early may need extended Christmas returns.
- Store gifts somewhere safe and keep a note of what you’ve already bought, so you don’t double up. My gift guides have ideas by age and budget.
Spreading gift shopping across a few sales can also ease the pressure on your December budget.
What to do after the sale ends
- Check your orders and cancel anything you no longer want before it ships.
- Track prices on items you bought: some retailers offer price matching if the price drops soon after.
- Return anything that isn’t right within the return window, and keep proof of postage.
- Note what you bought and what you saved, so you can judge whether the next sale is worth shopping.
Amazon Prime sales and free trials: your questions answered
When is the next Amazon Prime sale in the UK?
Amazon usually holds Prime Day in the summer and Prime Big Deal Days in the autumn, and also runs Black Friday deals in November. Amazon announces exact dates a few weeks ahead, so check its official announcements rather than relying on rumours.
Can I get an Amazon Prime free trial more than once?
Amazon offers free trials to eligible accounts, which usually means you haven’t had Prime or a trial recently. If you aren’t eligible, the trial option won’t appear when you sign up.
Does the Prime free trial include Prime Video and fast delivery?
Yes, a Prime free trial normally includes the main Prime benefits, such as fast delivery on eligible items and Prime Video, for the length of the trial.
How do I stop a Prime free trial turning into a paid membership?
Go to the Prime section of your Amazon account and end your membership or turn off renewal before the trial ends. Set a reminder when you sign up so you don’t forget.
Are Prime Day deals really cheaper?
Some are genuinely good, but not every “deal” is the lowest price. Check the price history and compare with other shops before you buy.
Is Black Friday better than Prime Day?
It depends on what you want. Some products are cheapest on Prime Day, others on Black Friday, and many are the same at both. Track the price of things you need and buy when it drops to a price you’re happy with.
What should I buy in Amazon sales?
Things you already need or have been watching for a while, such as household essentials, electricals you’ve researched or planned gifts. Avoid impulse buys just because they’re discounted.
How do I set up deal alerts on Amazon?
You can watch items in the Amazon app or use price trackers such as CamelCamelCamel and Keepa to get an alert when a price drops to your target.
Will Amazon refund me if the price drops after I buy?
Amazon doesn’t generally offer automatic price-drop refunds, but you can return eligible items within the return window and buy again at the lower price. Check the return policy for that item first.
Sales can be a great way to save on things you were going to buy anyway. Shop with a list, keep an eye on your trial dates, and you’ll come out ahead.