Prime Day is Amazon's annual shopping event solely for members of its Prime subscription service. This year, it takes place in the US, UK and many other countries over 23-26 June 2026 — which means it's about to get going very soon.
Unlike Black Friday and other holidays such as Memorial Day and Labor Day, which can also be great times to pick up a bargain, there's no interesting history behind Prime Day — it's simply a way for Amazon to push thousands of deals to its millions of subscribers.
Prime Day has expanded in recent years, having been a single-day thing when it was first held on July 15, 2015, to mark Amazon's 20th birthday. The 2025 event lasted for four days in many countries, and took place over as many as six days in Australia and Singapore. In 2026 it will again last for four days in the US and UK. In recent years Amazon has also run a second Prime Day event in October.
Of course, to take advantage of the deals you'll need to be an Amazon Prime member, although if you've never used it before you can sign up for a 30-day Amazon Prime free trial to get access to the deals. This will also let you enjoy the other membership benefits, including free shipping, access to Prime Video and more.
Below, you'll find all of the latest Prime Day deals and information.
Latest about Prime Day
The Hero 13 Black is still a great action camera, and these price drops make it unbeatable value.
Running until 11.59pm SGT tonight, June 26, this is your last chance to snap up some savings on the Amazon Singapore storefront.
Canon is discontinuing one of its most popular cameras — get it for a bargain price while you can!
The very epitome of premium audio, these Bowers & Wilkins cans are a must-have for anyone seeking high-quality audio, coupled with sensational looks.
The Kindle Paperwhite stocks are low on Amazon SG right now, but why settle when you can have a colour Kindle that's 29% off?
With punchy 4K video and 18m waterproofing, this is the best buy for adventurous vloggers on Prime Day.
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