Buying a new phone used to mean queuing outside a shop at dawn and signing up to a contract you'd regret by lunch. Thankfully, those days are over. Now, the best time to upgrade your handset is from the comfort of your sofa – ideally during Amazon Prime Day.
Whether you’re loyal to Apple, tempted by the latest Samsung Galaxy or curious about newcomers like Nothing and OnePlus, this year’s Prime Day phone deals are not messing around.
Expect solid discounts on flagship models, budget-friendly alternatives and everything in between. You’ll also find bundles with accessories, extended warranties and SIM-free options that give you more freedom over your plan.
Many of these devices come with pro-grade cameras, all-day battery life and screens bright enough to rival your TV. Even mid-range models are punching well above their weight nowadays.
To save you the scrolling, we’ve gathered the standout phone deals from trusted brands that are actually worth your money.
When is Amazon Prime Day 2025?
Amazon Prime Day runs from Monday 8 July to Thursday 11 July, offering limited-time deals across tech, beauty, fashion, homeware and more.
How to take part in Amazon Prime Day
You’ll need to be an Amazon Prime member. Sign up for a 30-day free trial if you’re not one already, and once you're logged in, you’ll be able to see and shop all the exclusive Prime Day discounts. Look out for products tagged with the Prime Day badge and move fast, as some of the best offers won’t stick around for long.
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Google Pixel 9
Moving from iPhone to Pixel, the first thing you will remark about the 9 is just how sleek, thin and lightweight it is. This is, of course, before you slip it into a case.
The Pixel 9 has the majority of the features of its Pro alternative; including the Gemini AI chatbot and photo editing functions like Add Me, Magic Erase and Best Take. Where it falls short is in resolution, refresh rate and brightness, factors that may not be too important or noticeable to the average smartphone user. There is, however, a polished glass back (rather than the matte of the higher-powered models) and you don’t get the extra telephoto camera or five-time optical zoom of the Pro and Pro XL.
It has the same screen size and battery size as the Pixel 9 Pro.
Was: £799
Buy now £599.00, Amazon
Apple iPhone 16e
This is a great phone, even if it lacks some of the advanced features of the iPhone 16, which costs £799 and up. But it inherits the iPhone 16’s chic design with only minor changes. If you want two cameras on your phone, you need to step up to the iPhone 16, but for many people, the 2-in-1 snapper here will suffice.
There’s the performance which is fast and mostly on a par with pricier iPhones in the range. Which is why it’s compatible with Apple Intelligence, something which is only growing in its capabilities.
The new AI feature is called Apple Intelligence. These include tools to rewrite emails or texts and something called Image Playground where you can create pictures from simple text inputs, for example, or even generate original emoji to use in text messages. These features need processing power and are made possible thanks to the latest iPhone processor, the A18. Apple has even included Visual Intellligence, which lets you point the camera at a restaurant, for instance, and it will tell you information such as opening hours or menus. On the iPhone 16, this is enabled through the Camera Control. Here, you can set it up as an option on the Action Button.
And then there’s the battery life, a factor whose importance is hard to overstate. It goes on and on, and the fact that it outdoes other iPhones in its size is a bonus.
The new phone is priced at £599, meaning the price of entry to the Apple ecosystem is higher than it used to be. But there’s a lot to like, and the new features and capabilities make the iPhone 16e good value.
Was: £599
Buy now £579.00, Amazon
Apple iPhone 15 (256 GB)
The standard iPhone 15 boasts several noticeable upgrades over the iPhone 14: a USB-C port, an interactive screen cutout instead of a plain notch, and an improved chip and 48MP camera borrowed from last year’s iPhone 14 Pro. The last of those is especially significant as the iPhone 14 had a 12MP main camera.
As usual, Apple is promising even better-zoomed shots, low-light snaps, and stabilisation across video and stills. Notably, the iPhone’s screen is also twice as bright outdoors, which should make it a lot clearer when it is sunny.
Looks-wise, the iPhone 15 has squared-off edges compared to the more rounded curves of its predecessor. All told, it offers a substantial jump over the iPhone 14 and should wipe the floor with even older models.
Was: £899
Buy now £698.00, Amazon
Samsung Galaxy A16 4G Android Smartphone
Featuring a premium AMOLED, 6.7” display with crisp colours and sharp details, this value-for-money Samsung Galaxy A16 offers serious bang for your buck. It features two powerful cameras, lightning-fast performance thanks to an upgraded 2.4GHz CPU that makes gaming from your mobile a breeze. The device also comes with an additional year of warranty for further protection.
Was: £169
Buy now £139.00, Amazon
