Amazon has officially launched its biggest shopping event of the summer, with Prime Day 2026 now underway across the UK. Running until 26 June, the four-day event gives Prime members access to hundreds of thousands of deals spanning technology, beauty, fashion, groceries, home essentials and entertainment.
This year’s event introduces a brand-new feature called Epic Prime Deals, offering curated daily discounts with savings of up to 40% across a wide range of categories. Members can also take advantage of fast, free delivery and exclusive offers across Amazon’s expanding ecosystem of services.
Amazon Celebrates Prime Day with Surprise Celebrity Deliveries
To mark the start of Prime Day, Amazon enlisted a trio of well-known British personalities to make surprise deliveries across London and Essex.
Former Arsenal and England footballer Theo Walcott, comedian Gbemi Ikumelo, and TV presenter Rylan Clark joined Amazon delivery drivers to hand-deliver Prime Day packages to unsuspecting customers.
Speaking about the initiative, Amazon UK Country Manager John Boumphrey said the event is designed to help customers save money on everything from wishlist purchases to everyday household essentials while benefiting from Prime’s fast delivery service.
Theo Walcott’s Top Prime Day Picks
The former football star shared some of his favourite Prime Day deals, including:
- Oura Smart Ring
- Amazon Basics Golf Balls
- Ring Battery Video Doorbell
- Marshall Wireless Headphones
- Pooch & Mutt Dog Food
Walcott joked that he was enjoying a “short loan spell” delivering packages before returning to his role covering UEFA Champions League football on Prime Video.
Gbemi Ikumelo’s Favourite Deals
The comedian and actress revealed her Prime Day recommendations:
- BIODANCE Collagen Peptides Jelly Serum
- LED Red Light Face Mask
- Moleskine Notebook
- Hamilton Beach Kitchen Set
- Karaoke Machine
Rylan’s Prime Day Essentials
TV personality Rylan shared a selection of his top bargains:
- La Roche-Posay Invisible Fresh Mist Sunscreen
- Gaiatop Turbo Handheld Fan
- Shark CarpetXpert Carpet Cleaner
- Amazon Echo Show 11
- Philips Multigroom Trimmer
What Are Epic Prime Deals?
One of the biggest additions to Prime Day this year is the introduction of Epic Prime Deals, which refresh daily and feature themed collections tailored to members’ interests.
Amazon’s recommendation system will also highlight personalised offers through features such as:
- Recommended Deals For You
- Deals Related To Your Lists
- 4-Star And Above Deals
- Basket-Related Savings
Shoppers can browse the latest offers via the official Prime Day hub at https://www.amazon.co.uk/primeday.
Biggest Prime Day Categories to Shop
Technology and Smart Home
Prime Day includes discounts on major brands such as Samsung, Dyson and Oura, alongside Amazon-owned products including:
- Ring security devices
- Blink cameras
- Echo smart speakers
- Kindle e-readers
- Fire TV devices
Beauty and Skincare
Beauty shoppers can save up to 35% on leading brands including:
- CeraVe
- La Roche-Posay
- Professional haircare products
- Premium fragrances
Fashion and Travel
Amazon is offering discounts on:
- Travel essentials
- Activewear
- Home gym equipment
- Everyday wardrobe staples
Grocery and Household Essentials
Prime members can access savings on a variety of household brands and grocery favourites through Amazon Fresh, helping families stock up on everyday essentials.
Prime Video, Audible and Kindle Offers
Prime Day extends beyond physical products, with major savings available across Amazon’s digital entertainment platforms.
Prime Video
Members can save up to 50% on selected movies and TV series, making Prime Day an ideal time to build a summer watchlist.
Visit: https://www.primevideo.com/
Kindle Unlimited
Amazon is offering three months of Kindle Unlimited free for eligible members, alongside discounts of up to 79% on selected Kindle books.
Learn more at: https://www.amazon.co.uk/kindle-dbs/hz/subscribe
Audible
Prime members can also claim three months of Audible free, giving access to thousands of audiobooks and podcasts.
Visit: https://www.audible.co.uk/
Rufus AI Helps Shoppers Find Better Deals
Amazon is continuing to promote Rufus, its AI-powered shopping assistant designed to help customers compare products, discover recommendations and answer shopping-related questions.
The tool aims to simplify decision-making during major sales events by providing personalised product guidance directly within the Amazon shopping experience.
Extra Savings for Students and Young Adults
Students and 18-to-24-year-olds can take advantage of a six-month free Prime trial before paying a discounted membership fee.
The offer includes:
- Fast delivery benefits
- Exclusive Prime Day deals
- Entertainment services
- Student-focused perks
More information is available at https://www.amazon.co.uk/amazonprime.
Faster Deliveries with Amazon Now
Customers in selected London postcodes can also use Amazon Now, the company’s rapid delivery service.
The service promises delivery in as little as 30 minutes on groceries and everyday essentials, with Prime members benefiting from reduced delivery costs throughout Prime Day.
How to Make the Most of Prime Day 2026
Amazon recommends shoppers prepare by:
Creating a Wish List
Adding products to a Wish List can trigger notifications when prices drop during the event.
Enabling Deal Alerts
Prime members can receive personalised notifications when items they’ve recently viewed go on sale.
Checking Daily Deal Drops
New Epic Prime Deals are released every day throughout the four-day event, meaning some of the biggest discounts may only be available for a limited time.
How to Join Amazon Prime
Customers can sign up for Amazon Prime for £8.99 per month or £95 annually, with free trials available for eligible new members.
Prime membership includes:
- Unlimited One-Day Delivery
- Same-Day Delivery on selected items
- Prime Video
- Prime Gaming
- Prime Reading
- Exclusive Prime Day access
To sign up or start a free trial, visit https://www.amazon.co.uk/prime.
With four days of deals, celebrity-led surprises and significant discounts across technology, entertainment, beauty and everyday essentials, Amazon Prime Day 2026 looks set to be one of the retailer’s biggest UK shopping events yet.
Whether you’re looking for a smart home upgrade, summer travel essentials or simply a bargain on household products, Prime Day offers Prime members a wide range of opportunities to save before the event ends on 26 June.
