What shopping experts buy on Amazon Prime Day – and the deals they avoid

The old adage, “if it looks too good to be true it probably is” is one consumers should remember when navigating the increasing amount of online sales throughout the year.

One of the biggest of these events is Amazon’s Prime Day on 16 and 17 July. The sale will have the huge online retailer hammer prices for its Prime members across practically everything it sells, from white goods to kids’ toys and everything in-between.

These flash sales can often encourage shoppers to feel pressured into buying things they don’t really need, or wouldn’t have usually considered if they’d not been bombarded with large discounts via notifications and emails. And the price cuts aren’t always as good as they seem: Amazon has been accused of showing discounts to be steeper than they are.

Little has stopped its domination, though, as despite Prime Day being Amazon’s own sale event, it’s become so influential across the retail sphere that other companies that are keen not to miss out are also offering their own similar discounts over the same dates.

Ahead of the event, we spoke to four shopping and money experts for their insight on what really could be a genuinely great deal and what’s possibly best avoided.

Harry Rose, editor of Which? magazine, says:

Rose’s first piece of advice, ahead of beginning your shopping, is to “always do your research by checking price comparison sites like PriceRunner and CamelCamelCamel, which not only show current prices at multiple retailers but also reveal a product’s pricing history. This allows you to work out whether the sale price genuinely represents good value.”

In terms of things he would buy, he says there have been “good early deals for home security. This is particularly useful at a time where people might be going away on holiday and looking for some extra security for their homes.” For example, he noted, “the Ring Indoor Camera (2nd Gen) is now £24.99 and the Blink Mini security camera is £15.99”.

But overall he says “don’t feel panicked into buying things you don’t need or haven’t budgeted for”. Especially when it comes to technology.

“Most technology, including smartphones, TVs and tablets, are released on a one-year cycle, so you only need to wait 12 months before there’s a shiny new device to get excited about. Big tech companies will do their best to tempt you into buying their latest release, but the forgotten device celebrating its first birthday could still be more than adequate and it’s also far more likely to be on sale.

“Another thing to be wary of is fake reviews. When shopping for products on Amazon, it’s best to read independent reviews from a variety of sources before you part with your cash.”

Lucinda O’Brien, savings accounts expert at money.co.uk, says:

“Prime Day was launched to boost sales during the typically quieter summer months, though prices for some items have been found to be lower in the weeks leading up to Prime Day than on the day itself. This means you could end up paying more than usual for certain products, despite the advertised discounts.”

O’Brien’s top tip is to “always set a budget and stick to it. The excitement of bargain hunting can lead to overspending, so it’s important to stay calm and focused, and only buy what you really need.”

She adds that “one area where you’re likely to find genuine deals is on discounted Amazon own-brand products, such as Kindles and Echos. Prime Day is one of the few times these items see price reductions, making it an excellent opportunity if you’re looking to purchase one.

“Be sure to check out the Prime Day Kindle Book Deals, with many books available for just 99p. This can give you the thrill of snagging a bargain without putting much strain on your wallet.”

Kalpana Fitzpatrick, editor of moneyweek.com and author of Invest Now and Get To Know: Money, says:

“It’s easy to overspend as flash deals appear on your screen urging you to buy now, but don’t let Fomo cloud your judgement. If you want to avoid that, make a list of things you definitely want to buy and look for those. You can always add the items to your basket and see if the price drops on the day.”

Though Fitzpatrick says consumers should remember “there are other sales throughout the year, like Black Friday (29 November 2024), where discounts can be better, but there are no guarantees.”

When it comes to good deals, she thinks it’s especially worth looking for “Apple products that rarely get discounted” and if you find “a pair of AirPods at a slashed price, then take advantage”.

Fitzpatrick warns that items like electric toothbrushes are “discounted all year round”. Though it’s a good idea to look for replacement toothbrush heads during the event as they’re “otherwise costly”.

She is also cautious about “electrical goods like TVs – as you need to research these well and make sure you are getting a genuine deal for the specs you get”.

Anita Naik, savings expert at vouchercodes.co.uk says:

“If you’ve been thinking about replacing or upgrading big items such as kitchen gadgets, headphones, smartwatches or vacuum cleaners, then Amazon Prime Day could be the most cost-effective way to do so.”

Naik says “it’s not only tech products that offer great savings”, though. “In previous years beauty products such as hair styling tools, luxury bath products and fragrances” have also benefited from worthy discounts, adding that “even everyday products including everything from toiletries to pet food,” can see genuinely good deals, and are worth looking out for.

Though, Naik says when it comes to “larger appliances and bigger tech purchases, such as TVs and mobile phones, it’s better to hold off until November, when Black Friday comes around”.