prime day 2021

Everything We Know About Amazon Prime Day (So Far)

Mark your calendars.

Illustration: by Pedro Nekoi
Illustration: by Pedro Nekoi
Illustration: by Pedro Nekoi

For the past year and half (we’re two in October!), we here at the Strategist UK have been dedicated to helping you find actually great deals (and not the “on-sale” food processor that’s cheaper at John Lewis). And our expertise in sorting through virtual sales bins comes in especially handy on Amazon Prime Day, the annual shopping holiday that’s exclusive to Prime subscribers. Amazon has officially confirmed that Prime Day 2021 will actually be two days: Monday, June 21, and Tuesday, June 22. So mark your calendars, and in the meantime, we can arm you with the information you need now so you can shop the sale smartly later. If you’re wondering how to take advantage of said deals, or whether the deals are even that good, or just what Prime Day actually is, we’re here to answer all with a Prime Day primer.

When is Prime Day?

Amazon announced that Prime Day 2021 is happening on Monday, June 21, and Tuesday, June 22. This is a little earlier than usual; Prime Day has traditionally happened in mid-July. But it’s a return to form after last year’s Prime Day, when the event was delayed to mid-October because of the coronavirus pandemic. (So if you’re having déjà vu, we don’t blame you.) But once again, Prime Day is going to last two full days.

What is Prime Day anyway?

Launched in 2015, Prime Day is a sitewide sales event on Amazon for Prime members only. If you’re not a member yet, it’s a good incentive to sign up. Amazon Prime, of course, gives you free one-day shipping on a slew of things (and same-day delivery in Greater London, Edinburgh, Glasgow, Birmingham, Bristol, Manchester, Leeds, Liverpool). You also get access to Prime Video, where you can stream TV and movies, like The Marvelous Mrs. Maisel and Barry Jenkins’s long awaited limited series The Underground Railroad, based on the Colson Whitehead novel. (If you don’t want to commit, sign up for a 30-day trial, and you can cancel at any time.) On actual Prime Day, Amazon releases lightning deals on various products throughout the day, which last for a few hours or until the items sell out. But there’s also deals on products that last throughout the event.

Are the Prime Day deals worth it?

Like a lot of things “on sale” on Amazon, it depends. In past years, we’ve found heavy discounts on lots of useful things — like blenders, mattresses, and New Balances. As you can imagine, Amazon items are where you can really score, with steeper-than-usual discounts on an Echo or a Kindle. But otherwise finding actual bargains will require some wading through a lot of, well, muck. That’s where we come in. Our editors will be on deal-watch, helping you sniff out the best Prime Day steals.

And already, there are some early Prime Day deals. A whole bunch of daily essentials from Amazon’s private-label brands are up to 20 percent off, but right now, the best early Prime Day deals are on Amazon devices. We’ve included a couple of them here, and we’ll be keeping an eye out for more of the best early Prime Day deals as they come in.

How will I learn about the deals?

Stay tuned for the Strategist UK Prime Day hub o’ deals, where we’ll be posting early Amazon Prime Day deals as soon as they’re made available. But for the most up-to-date scores, follow us on Twitter, where we’ll be blasting out the discounts on things you’ll actually want to buy, shortly after they happen.

The Strategist UK is designed to surface the most useful, expert recommendations for things to buy across the vast e-commerce landscape. Read about who we are and what we do here. Our editors update links when possible, but note that deals can expire and all prices are subject to change.

Everything We Know About Amazon Prime Day (So Far)