Amazon Prime shoppers could save up to 40 per cent on selected products in the Prime Big Deal Days sale.
However, price comparison data has suggested that bargain-hunters check the deal first in case they could get a better deal on another day.
The comparison website Idealo has found the daily average prices of a number of categories, across all of their online partner shops in the UK, were actually cheaper before last year’s Prime Day.
The data, shared with This Is Money, showed a console which sold for around £292 on Prime Day in 2022 was on sale for £8 cheaper the day before, and it was selling for £30 less the month before.
Amazon Prime Day shoppers could save up to 40 per cent on selected products, Amazon said
PA
A sound bar speaker which sold for between £366 and £369 on Prime Day was available to buy for £316.40 a month earlier.
On September 1, 2022, the average price for a fridge on Amazon was £838.81.
The price gradually increased between £850 and £860, then nearly £870 just before Prime Day, then selling for between £866 and £872.
A spokesperson for Idealo said: "The advice we always give consumers is that while it's useful to do your research on which deals might be worth having in advance, if there is something you really want a good deal on for Prime Day then using Idealo's price alerts is the best way to make sure you don't miss a good deal on, before or after the event.
"It also allows you to compare Amazon's deal with what other retailers are selling it for right now to see if it's really a deal.”
Shoppers could also use Amazon price tracker services from CamelCamelCamel and Keepa.
There are some good deals to be had, however, with the Ninja Air Fryer MAX currently on sale for £99.99 – down from £129.
The online marketplace is also selling a Lavazza Coffee Machine on Prime Day today for £99.
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The previous Amazon.co.uk price was £294.82.
Amazon has also dropped the price of its Silentlight Luxury Mattress, which had been priced at £389 and is now available for £220.99 in the Prime Day deals.
Prime members can visit www.amazon.co.uk/primebigdealdays to find the offers available.
An Amazon spokesperson: “We are always looking for ways to offer customers more value, and Prime Big Deal Days will offer Prime members some of the best deals of the season across some of our most popular items – including our lowest prices so far this year on products from top brands including Barbie, Samsung Mobile UK, Sony and more.
"Our goal is to help customers find the products they care about at great prices, during deals events and all year round, and make informed purchase decisions.”
