Prime Day 2025: the best deals on technology, shoes and garden items

Lots of shoes it was said. Yes, especially the large discount offer in this category stands out. Amazon imagines us walking non-stop in the torrid cities - and mountains - of the holiday season.

Amazon also reports, perhaps to no one's surprise, that in July 2024 the top selling products were portable fans and air conditioners (besides women's Birkenstocks). These products are also discounted in the coming days.

This year there is also a substantial novelty. The New & Now format, which replaces the traditional 'WoW' offers (of around 15 hours) with exclusive 24-hour offers dedicated to the most recent products to arrive in the catalogue. Reserved exclusively for Prime members, these promotions are communicated in advance via email in a confidential manner and appear every day in a dedicated carousel with a countdown marking the time remaining to take advantage of them. The 'New & Now' initiative rotates through four different categories, marking out in sequence tech (consumer electronics, PCs and wireless accessories, home entertainment, photography), beauty & self care (beauty and personal care products), fashion (clothing, footwear, watches and accessories) and home & garden (household, kitchen and gardening items), so as to cover a different product area each day and keep customers' attention high

Otherwise, during Prime Day 2025 Amazon reserves several promotion formulas for its Prime subscribers. Lightning Deals are lightning deals for selected products, activated for a few hours while stocks last, and recognisable by the presence of the discount directly on the item detail page: they are designed to incentivise quick purchases and capture attention with a countdown that makes the experience almost real-time. Top Deals, on the other hand, highlight promotions on Amazon best sellers, highlighting items with the most significant price cuts on a daily basis.

In order to guarantee maximum visibility to these offers, Amazon has set up a real Freshness Hub, accessible from a dedicated banner on the homepage throughout the event: here users will find all the New & Now proposals gathered together, with the counter in evidence and the possibility of scrolling through the main carousel to discover a preview of the new discounted arrivals. In addition, coupons that can be activated with a simple click as well as flash offers and Top Deals will be prominently displayed on the product pages, providing the most complete information on price advantages at all times. This mix of strategies, combined with transparent communications and extensive media coverage on Amazon's newsletter and social channels, makes the Day an increasingly structured event, year after year.

Among the most notable offers in terms of absolute savings is the Beatbot AquaSense 2 Pro wireless pool robot, which went from €2,699 to €1,999, a net advantage of €700. Slightly below that is the 85-inch Samsung Neo QLED 4K (model QE85QN90BATXZT), discounted by €681.62 compared to the original €2,480.62. The standard Beatbot AquaSense 2 model also benefits from a €600 cut on the list price, while the Waterdrop X16 reverse osmosis system for alkaline water is offered at €1,424.05, saving €574.95. Also good is the Sony Bravia KD-75X80L smart TV, which thanks to a discount of €568.23 drops to €1,099 from the initial €1,667.23.

Those in search of a high-end portable workstation will be able to focus on the Dell XPS 16 9640 Notebook, which reduces its price from euro 3,422.94 to euro 2,859.00, thus offering a saving of euro 563.94. Among the smart TVs, the 75-inch Sony BRAVIA 7 QLED drops from euro 2,446.99 to euro 1,899.00, offering a saving of euro 547.99; for those who want a second model of pool robot, the Beatbot AquaSense 2 Pro drops from euro 2,699.00 to euro 2,159.00, giving a euro 540.00 discount.

Those aiming to simplify household chores will also find offers: the LEFANT M2Pro robot hoover and floor cleaner, with over 16,500 reviews and a rating of 4.4, is offered at €269.99 instead of €799.00, a gain of €529.01, while its 'twin' LEFANT M2S, rated 4.3 by 1,638 users, drops from €699.99 to €178.49, a saving of €521.50. Thin laptops are also in the spotlight: the Samsung Galaxy Book4 Edge, despite a lower rating of 3.7 from 26 reviews, drops its price from €1,699.00 to €1,199.00, a saving of €500.00, as does the ultralight LG gram AI 15Z80T, which drops from €1,199.99 to €699.99, a similar saving of €500.00.

On the other hand, those who are not afraid of a bit of DIY or want to keep their garden and outdoor spaces tidy can choose the WORX Vision WR213E.1 robot lawnmower, rated 4.0 and with 8,443 reviews, whose price drops from euro 2,199.00 to euro 1,718.99, saving euro 480.01. Lastly, engraving and DIY enthusiasts will find two versions of the xTool S1 20W kit: the standard version reduces its price from euro 1,999.99 to euro 1,538.99, a saving of euro 461.00, while the honeycomb panel variant drops from euro 1,799.99 to euro 1,348.99, a saving of euro 451.00.

If, on the other hand, one looks at the percentage savings, the official AS Roma 'Lupa' T-shirt in size M has the biggest cut, from the full price of 24.90 euro to just 5.40 euro, a discount of 78 %. Next up, the LEFANT M2S robot hoover and floor cleaner gives up 74 % of its price of €699.99, paying just €178.49; the Mellin vegetable coconut pouch, from €9.90, is sold for €2.76 ( 72 %); the HEAD Challenge Team tennis racquets (set of three) go from €93.16 to €27.37, a 71 % discount.

Also new in recent times is AI. You can ask Rufus: the generative AI-based virtual assistant is able to answer specific questions about Prime Day and provide advice on offers.

The 'Buy Again' section, available on the homepage, allows customers to find all frequently purchased products in one place. Also on Prime Day, customers can quickly add their favourite products to their shopping cart and discover many more related products.

Prime customers can receive notifications about personalised offers based on their latest Amazon.co.uk searches and recently viewed products. Simply visit the Prime Day page on the Amazon shopping app to activate the deal notifications.

"Deals you might be interested in", "Deals for you" and "Deals on products saved for later" will be available on Prime Day 2025. In addition, Prime customers will have the opportunity to discover an even wider selection of products, with dedicated collections including 'Everyday Products', 'Top Brands', 'Most Loved by Customers', 'Top 100' and 'Trending Offers'.

You can use Alexa to track offers on products in your Wish List, Shopping Cart or Save for Later. Just say, "Alexa, add [product name] to my cart" and then ask Amazon's voice assistant to notify you when an offer is available. Those who don't want to miss a single moment of Prime Day can ask Alexa to remind them when the bidding event starts by simply saying, "Alexa, set a reminder for Prime Day".