Amazon Prime Day can easily leave shoppers overwhelmed as it presents hundreds and hundreds of discounted items to choose from.
There's just one problem - with so much choice, and massive discounts on the RRPs, it's hard to be sure just how good a deal you're getting.
Especially with rival retailers also announcing sales, Black Friday round the corner and a lot of the brands having their prices cut relatively unknown.
The good news is that there are some truly excellent deals out there, the bad news is that there are also some stinkers.
To help people out, Which? has run the rule over what's on offer and picked out some bargains along with some items to avoid.
Which? head of home products Natalie Hitchins said: “For those looking to upgrade their phone or buy a new tech device there are some decent deals to be had, but when it comes to Prime Day deals on baby products, we’ve found some that are so risky we’ve labelled them a 'Don’t Buy’.
"While it might seem like a good time to bag a bargain, don’t be fooled by headline discounts or the Amazon Prime Day blue badge. Take some time to research what you're interested in and familiarise yourself with the prices - that way you’ll know a genuine deal when you see one.”
Here are some of the best - and worst - deals Which? has found in the Amazon Prime Day sale.
Good Amazon Prime Day deals

- Bose headphones Bose SoundSport Wireless Sport Headphones - on sale for £110.99 - Which? described this as "Good item, good price"
- HUAWEI smart watch HUAWEI WATCH GT 2e Smartwatch - on sale for £94.99 - currently around £140 at other retailers.
- Oral-B electric toothbrush Oral-B Genius 8000 Electric Toothbrush - on sale for £69.99 - Which? said it's a good price- currently mostly £120 so not as big a discount as 75%
- Canon camera Canon EOS 250D + Canon EF-s 18-55mm f/4-5.6 IS STM Lens - Black - on sale for £439.99 - Currently mostly £599 or more at other retailers
- Samsung smartphone Samsung Galaxy S10 5G Single-SIM 256 GB 6.7-Inch Android Smartphone - Majestic Black (UK Version) - on sale for £499.00
Bad Amazon Prime Day deals
- Graco Graco Junior Maxi Lightweight High back Booster Car Seat, Group 2/3 - on sale for£24.99, but Which? has it listed as a "Don't Buy" product with a Safety Alert
- Silver Cross Silver Cross Pop Star Stroller - on sale for £153, but similar price elsewhere
- Bosch Home and Garden Bosch Cordless Hedge Trimmer AHS 50-20 LI - on sale for £89.60, but currently only £65 in B&Q
Which is updating its good/bad deals list throughout the day here