The Amazon Prime Day sale is nearly over. For the past four days, I’ve been scouring for the best deals on IndyBest tried-and-tested products. It’s here where you’ll find all the top discounts on everything from air fryers, vacuum cleaners and mattresses to Apple products, electric toothbrushes, laptops, TVs and more.
I’ve handpicked everything I consider worthwhile. Personal highlights include mega savings on Ninja appliances and popular beauty products. There are also savings to be had on Amazon’s own devices – think Kindles, Echo Dot smart speakers and Fire tablets. Elsewhere, senior fitness writer Harry Bulmore has found the Whoop 5.0 reduced for the first time, while senior tech critic Alex Lee has spotted AirPods Pro 2 earbuds reduced to their lowest-ever price.
Whether your kitchen appliances need an upgrade, you’re after a new pair of headphones, your beauty stash is in need of a top-up, or you’re looking for a saving on a Kindle, you can use this page to find the must-have offers worth snapping up.
Read more: The latest Amazon Prime Day deals live
The best Amazon Prime Day deals for 2025 are:
- Oral-B iO2: Was £100, now £39.99, Amazon.co.uk
- Sony WH-1000XM5: Was £379, now £219, Amazon.co.uk
- Color Wow extra strength dream coat: Was £32, now £18.24, Amazon.co.uk
- Ring video doorbell, battery: Was £99.99, now £49.99, Amazon.co.uk
- Amazon Fire TV stick 4K: Was £59.99, now £27.99, Amazon.co.uk
- Maybelline sky high lash sensational mascara: Was £12.99, now £5.99, Amazon.co.uk
- Apple AirPods Pro 2: Was £229, now £179, Amazon.co.uk
- Sony WH-1000XM4 headphones: Was £229, now £168.15, Amazon.co.uk
- Amazon Echo dot: Was £54.99, now £29.44, Amazon.co.uk
- Kindle paperwhite: Was £169.99, now £134.99, Amazon.co.uk
- Eufy X10 pro omni robot vacuum cleaner: Was £799, now £549, Amazon.co.uk
- Elemis pro-collagen cleansing balm: Was £49, now £35.28, Amazon.co.uk
Oral-B iO2: Was £100, now £39.99, Amazon.co.uk
The Oral-B iO2 is the most affordable electric toothbrush in the iO range, delivering top cleaning power for less. Usually on sale for around £50, Prime Day sees it drop to just £40. It strips back all the bells and whistles of pricier models in the iO range “while keeping the all-important, premium, oscillating brush head technology”, writes tech critic Steve Hogarty. There are also plenty of essential features to help with brushing, including a pressure sensor and a 30-second timer.
Sony WH-1000XM5: Was £379, now £219, Amazon.co.uk
IndyBest senior tech writer Alex Lee has loved the Sony WH-1000XM5 for years – in his tests, he found that “you won’t hear a better-sounding pair of headphones”. They topped our list of the best headphones until earlier this year, when they were replaced with the newer XM6 (£399, Amazon.com). That means these classics now have a huge 42 per cent discount, making them the cheapest we’ve ever seen them.
Color Wow extra strength dream coat: Was £32, now £18.24, Amazon.co.uk
The Color Wow dream coat is a staple in my summer haircare routine. Whether I’m curling my hair or using my Dyson airwrap, it tames frizz and keeps the style in place. Beauty reviewer, Ellis Cochrane, agrees: “If you struggle with frizz or find that your hair immediately reacts at the slightest bit of humidity, this is the one Color Wow product you need to try”. I’ve never seen the hairspray drop to this price on Amazon, so now’s a good time to save on it.
Simba firm hybrid pillow: Was £159, now £127, Amazon.co.uk
Although our tester loved this pillow, Simba’s hybrid design is very expensive. However, this Amazon Prime Day deal brings you 20 per cent off. If you like a firm pillow, “you will struggle to find a more comfortable option than this one”, our reviewer said. They explained: “You can remove or add more fibre layers to find the right loft and softness for you.” Best of all, one side of the pillow is covered in cooling fabric that draws heat away from your head, which is perfect for this heatwave.
Tonies Disney ultimate starter set bundle: £149.99, now £111.99, Amazon.co.uk
We're big fans of the Toniebox here at IndyBest, having rated it as the best toy for 4-year-olds when trying to limit screen time. Tester Sarah Dawson said: “If you’re looking to buy an extra-special present which will be used on repeat, the Toniebox is the one.” We rarely see big discounts on Tonieboxes, and were pleased to see this Disney bundle with 25 per cent off. It comes with Disney favourites – Sleeping Beauty, Ariel, Cinderella, Jasmine and Tinkerbell (which usually retail for £15 each).
Ring battery video doorbell: Was £99.99, now £49.99, Amazon.co.uk
Tired of missing parcels? I’ve spotted the Ring video doorbell reduced by half price in the Prime Day sale. This is the biggest discount on Amazon that I’ve seen for this model, so now’s a good time to add it to your basket. When our reviewer tested the video doorbell pro, which has slightly more advanced features like low-light sight, they found it easy to install, explaining that it took "just a few minutes to set up”. However, they did stress that if you want your video footage kept on cloud storage, you’ll have to pay a monthly subscription cost.
Amazon Fire TV stick 4K: Was £59.99, now £27.99, Amazon.co.uk
If you want to upgrade the smart features on your TV, check out this deal on the Amazon Fire TV stick. Reduced to £27.99, which is only a few pounds off its cheapest ever price, this dongle and remote control give you access to entertainment from Amazon’s own Prime Video streaming service as well as Netflix, Disney+, Apple TV+, as well as live TV and music.
Maybelline sky high lash sensational mascara: Was £12.99, now £5.99, Amazon.co.uk
If you’re yet to try Maybelline’s viral sky high mascara, now’s a good chance with this deal that sees it reduced by 54 per cent. When IndyBest editor, Sarah Jones, put the mascara to the test, she found that her “eyelashes instantly looked lengthened and lifted, and most impressively, stayed that way all day”. It isn’t the lowest price this mascara has been, but it’s still a decent saving on an already budget-friendly product.
Braun smart IPL skin i-expert: Was £899, now £399.99, Amazon.co.uk
It's still a little pricey, but this highly rated IPL hair-removal device is now better than half price at Amazon. In her guide to the best IPL machines, Beauty expert Lucy Partington found that it's “great for using on the underarms”. She added that the device was “quick and convenient to use”, with a full-body session taking her just 15–20 minutes.
The Botanist Islay dry gin, 700ml: Was £37, now £28, Amazon.co.uk
If your drinks cabinet needs restocking ahead of summer parties and garden gatherings, here’s a deal on one of our favourite tipples. Taking the top spot in drinks expert Aidy Smith’s guide to the best gins, this bottle boasts a blend of 31 botanicals. Aidy's tests found that, “from classics like coriander seed and lemon peel to local gems such as apple mint, creeping thistle, and mugwort leaves, this gin is a wonderful celebration of Islay’s unique flora”. A discount of almost 25 per cent makes this tipple even more tempting.
Ghd original hair styler: Was £139, now £88.19, Amazon.co.uk
Fashion and beauty writer Maisie Bovingdon’s favourite hair straighteners are reduced this Prime Day. Maisie loved the fact that the ghd styler is super quick to heat up and easy to use. “The ceramic plates provide constant and even heat to effectively style your hair in one glide,” she said. With almost 40 per cent off the hair tool’s price at Amazon, sleek strands just became more affordable.
Apple AirPods Pro 2: Was £229, now £179, Amazon.co.uk
When it comes to wireless earbuds, it’s hard to beat the AirPods Pro 2 for noise cancellation. In his review, The Independent’s technology critic David Phelan found the headphones were “good enough to reduce continuous sounds such as engine noise on a train”. Plus, he highlighted clever features, such as personalised spatial audio, which uses the camera on your iPhone to adjust the audio according to how your ear looks. Right now, there’s £50 off at Amazon, which is the lowest price they’ve ever been. The last time they were this cheap was during Black Friday.
Whoop 5.0 with Whoop one 12-month subscription: Was £169, now £152, Amazon.co.uk
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“The Whoop 5.0 is the best health coach you’ll find outside of a human being, and it’s incredibly smart in the way it uses biometric data,” wrote fitness and wellbeing editor Emilie Lavinia in her review of the Whoop 5.0. “During my testing period, my sleep, VO2 max, and daily step count improved, and I got a better sense of how my body was responding to stress and exercise,” she added. If, like me, you’re tempted, it’s currently reduced to its lowest-ever price for Prime Day.
Apple AirTag: Was £35, now £28, Amazon.co.uk
Constantly losing your keys? If you also own an iPhone, this deal on Apple’s AirTag could be just what you need. The tracking device comes in the form of a badge-sized stainless steel disc, and it will help you locate lost items via ultra-wideband technology. Even if your item is out of range, other nearby Apple devices will begin pinging the AirTag, so you can get constant updates on its location. “This is one huge advantage over its competitors, considering the sheer number of Apple devices in the world,” said IndyBest tech critic Alex Lee in his review. Right now, you can save 20 per cent on a single AirTag, or, if you’re prone to misplacing more than just your keys, you can pick up a pack of four AirTags with a 29 per cent discount (was £119, now £84, Amazon.co.uk).
Shark stratos anti-hair wrap plus pet pro cordless vacuum: Was £399.99, now £228.99, Amazon.co.uk
I’m pleased to see that our best cordless vacuum has been discounted for Prime Day, with a sizeable 43 per cent saving. Our reviewer called the suction power on the Shark stratos “a dream” and praised its powerful LED headlights, which illuminate fine dirt for a super thorough clean. This is the cheapest the vacuum has ever been, so now’s the perfect chance to make a saving.
Sony WH-1000XM4 headphones: Was £229, now £168.15, Amazon.co.uk
While they may be two generations old, the Sony WH-1000XM4s are still regarded as some of the best noise-cancelling headphones you can buy. With elevated comfort and superb sound quality, they were once our top-pick of our round-up of the best headphones and remain a sensible choice, especially with this 27 per cent discount.
Amazon Echo dot: Was £54.99, now £29.44, Amazon.co.uk
You can save more than 45 per cent on the latest Echo dot smart speaker with this Prime Day deal. In his review, senior tech critic Alex Lee described music on the Echo Dot as “rich and detailed” and explained how he was able to set up personalised voice recognition for each of his family members. While it’s not the cheapest it’s ever been, I think it’s still worth a look if you’ve been thinking about integrating Alexa into your home.
Weleda skin food: Was £8.95, now £5.65, Amazon.co.uk
Loved by the likes of Hailey Bieber and Victoria Beckham, this accessibly priced nourishing moisturiser is quite the skincare celebrity itself. It’s thick and perfect for dry or rough patches and, our tester found in her pregnancy-safe skincare buys review, that Weleda skin food had “helped heal angry areas of dry, itchy and red skin,” as well as being, “an intensive redeemer that’s nourished and restored a healthy barrier at an affordable price.” And now, it’s been made even more affordable thanks to Prime Day.
Kindle paperwhite: Was £169.99, now £134.99, Amazon.co.uk
The best Kindle Amazon makes has been discounted by 20 per cent. The Kindle paperwhite impressed tech critic Steve Hogarty when he reviewed it for his guide to which Kindle to buy. “For most readers, the mid-range Kindle strikes the best balance between cost and features. The inclusion of a softer reading light that can be made warmer for more comfortable reading at night is worth the small step up in price. On top of that, you get a slightly larger display, slimmer bezels, sharper text and a noticeably faster processor,” he noted. It’s worth noting that it was £10 cheaper in December, but this is the cheapest price it’s been this year.
Garnier banana hair food multi-use mask: Was £8.99, now £4.04, Amazon.co.uk
This is a deal worth stocking up on – now with 55 per cent off the price, Garnier’s banana hair food mask can be used as a conditioner, rinse-out mask or leave-in treatment to boost shine and nourish dry ends. Beauty writer Lauren Cunningham tried the pineapple version in her review of the best hair masks and said her hair felt healthier and saw visible results after leaving it on for just 10 minutes.
Lumie halo: Was £219, now £169.99, Amazon.co.uk
Right now, you can save 22 per cent on the Lumie halo, which featured in our guide to the best SAD lamps. It’s powerful, at its brightest, it creates “the same sort of light you’d get at midday during spring”, noted our review. It features a slider to adjust the colour temperature of the light, and there’s a day mode and night mode – the latter delivers less blue light so shouldn’t negatively affect your sleep.
Eufy X10 pro omni robot vacuum cleaner: Was £799, now £549, Amazon.co.uk
Released earlier this year, there’s now 31 per cent off the Eufy X10 pro robot vacuum cleaner in the Prime Day sale. Our tests found that this impressive robot is the best robot vacuum you can buy. After putting it to the test for a few weeks, our senior tech writer, Alex Lee, found that its mopping function was far better than most robot vacuums. “It doesn’t just swivel a mop pad around the floor, it properly scrubs the floorboards, while also vacuuming up any dirt or debris”.
Kenwood titanium chef patissier xl: Was £799.99, now £599.99, Amazon.co.uk
Amazon is serving up a very tempting deal on this Kenwood stand mixer. It’s a pricey model, but this 25 per cent discount makes it more palatable. We’d recommend this for avid bakers, with our review noting that it has an array of settings and comes with two huge mixing bowls and, a standout feature, it even has a warming option.
LG C4 55in: Was £1,199, now £859.99, Amazon.co.uk
Tech critic David Phelan describes the LG C4 as “best-in-class,” and now it’s at its cheapest-ever price for Amazon Prime Day. In his review of the 65in version, Phelan praised the “pin-sharp” picture and “excellent brightness levels”, as well as its lightweight build that makes it easy to set up.
Oral-B pro 3: Was £100, now £46.93, Amazon.co.uk
Another budget-friendly toothbrush from Oral-B, the pro 3 “delivers a reliable, thorough clean”, according to our tech critic, Steve Hogarty. He found that his teeth “felt fresh and thoroughly scrubbed” after using it – he couldn’t ask for much more, which is why it earned a spot in our round-up of the best toothbrushes. Amazon has slashed the price by more than 50 per cent, which puts it at around £20 cheaper than its average price for the rest of the year.
Ninja foodi 9-in-1 PossiblePan: Was £129.99, now £74.99, Amazon.co.uk
More than 40 per cent has been sliced off the price of the Ninja foodi possible pan this Prime Day. Its “zerostick” non-stick cooking surface performed excellently in our review, with our tester finding that pancakes, vegan sausages and more remained a “stick-free zone”, even when cooked without oil. It’s extremely versatile, so you can use it for everything from boiling to baking, and it’s designed to handle high heats, so rest assured you can can sear and fry without worrying about it damaging the non-stick coating.
Bose QuietComfort Ultra wireless headphones: Was £449.95, now £299.95, Amazon.co.uk
Whether you want to block out noisy commuters or have some quiet while you’re working, our best wireless headphones for noise cancellation are sure to do the trick. Our senior tech critic, Alex Lee, praised the “sleek” design, “exceedingly comfortable” ear cups and said “we could barely hear anything with these on”. There’s 33 per cent off from Prime Day but you’ll need to be quick, as stock levels are low.
Elemis pro-collagen cleansing balm: Was £49, now £35.28, Amazon.co.uk
IndyBest writer Ella Duggan praised this cleanser as part of her guide to the best – and it’s currently reduced to its lowest-ever price on Amazon. She found that it was a hassle-free way to remove foundation and mascara, noting that her skin was left “smooth…with a velvety texture”. I’ll certainly be adding this to my basket this Prime Day.
Bose soundlink revolve+ II bluetooth speaker: Was £279.95, now £189, Amazon.co.uk
If you want to invest in a Bluetooth speaker, you can’t go wrong with our best premium buy from Bose. Reviewer Tamara Hinson praised its “fantastic surround sound”, “slick, seamless design”, and lengthy 17-hour battery life. It rarely drops below £200, so now’s a good chance to take advantage of the 30 per cent saving.
Garnier vitamin C brightening over make-up UV mist, SPF 50+: Was £12.99, now £6.16, Amazon.co.uk
This Garnier vitamin C SPF50 is one of our senior shopping writer’s favourite budget SPF formulas. Now you can get the over-make-up spray version for almost 40 per cent off in the Prime Day sale, arriving just in time to stock up for the summer months. Daisy writes that the cream version “gives premium formulas a serious run for their money” and gives skin a “glowy, lightweight” coverage.
Roberts rambler uno: Was £79.99, now £62.95, Amazon.co.uk
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When tech writer Ian Evenden reviewed the best DAB radios, the Roberts rambler took the top spots thanks to its rich and full sound, which comes from the “bass speaker integrated into the front-facing array.” This radio is the mini version of our top pick, but still has the same impressive full-range sound, and now has 21 per cent off.
MacBook Air (M4, 2025): Was £999, now £849, Amazon.co.uk
Amazon reduced the price of the latest MacBook Air last month, and now, with a further reduction, it’s at one of its lowest prices ever at the online retailer. Tech critic, David Phelan, praised the “preposterously slim, sharply designed and appealingly light” laptop after putting it to the test. It might seem like a modest discount, but it’s rare to see big reductions on the latest Apple tech – and it has actually been reduced to its lowest price.
Vanish gold fabric stain remover oxi action powder: Was £9.64, now £8.09, Amazon.co.uk
If you need a stain remover that lifts tough dirt, you can’t go wrong with Vanish oxi action. We put its oxi action whitener to the test and found it “effective on collar grime and food stains”. You won’t be able to get this 1.5kg pack cheaper elsewhere, even on your weekly supermarket shop.
Panda bamboo mattress topper, king: Was £175.95, now £148.50, Amazon.co.uk
If you’re struggling to sleep in the heat, this took the top spot in IndyBest writer Lois Borny’s review of the best cooling mattress toppers. “gel-fused memory foam is engineered to be cooler than regular memory foam, containing gel capsules that draw heat from the body, while extra space allows heat to escape. Plus, the cover is breathable,” she wrote. Having tested it during a June heatwave, you can trust it’s a worthy addition to your sleep set-up this summer (and beyond).
CeraVe AM facial moisturising lotion: Was £16.50, now £9.73, Amazon.co.uk
If you’re after an SPF for sensitive skin, our beauty writer, Lucy Smith, recommends this CeraVe lotion “for those prone to dryness and flaking”. She found that it didn’t pill and, thanks to the addition of niacinamide, is also able to control shine. It’s not at its lowest-ever price, but it’s still a bargain beauty buy at less than £10.
Olaplex no.3 hair perfector: Was £28, now £17.99, Amazon.co.uk
In our review of Olaplex’s famous no3 hair perfector, our tester said that the formula is a “modern-day cult classic hair care product” that is “hard to live up to, let alone beat”. Strands started to “feel softer and look healthier the more we used it”. Well worth a spot in my own bathroom cabinet, you can save nearly 40 per cent right now.
Why you can trust IndyBest’s Amazon Prime Day coverage
IndyBest’s shopping experts track the price of popular products year-round and have covered Amazon Prime Day and other major sales events for years, so we know how to spot a good deal from a bad one. On top of knowing our way around a sale, we are experts in our respective fields. We’ve spent countless hours testing and reviewing everything from TVs, laptops and power tools to vacuums, air fryers and mattresses. Within our Amazon Prime Day guides, we only recommend deals on products we’ve tried and tested from brands we trust. That means we bring you genuine savings on products we think you’ll love as much as we do.
How to get the best deal on Amazon Prime Day
Before you shop the Amazon Prime Day sale, make a wish list to avoid buying products that you don’t need. Once the sale starts, use price history tools, such as CamelCamelCamel, to see if you’re truly getting a good deal or if you should hold off buying until the price goes down even further.
It’s also worth doing a quick Google search to see if you can get a better price at other retailers. Competing retailers often reduce the prices of popular products to match, or even provide a better offer, than Amazon. They may also throw in a longer warranty or free delivery.
For even more advice, see our top tips for securing the best deals on Amazon Prime Day
What is Amazon Prime Day?
Amazon Prime Day is a four-day sale event for Prime members. It’s usually held twice a year – once in the summer and again in October to kick-start Christmas shopping. The event features deals across top brands, from Apple to Dyson, as well as offers on its bestselling own tech, including Kindle and Echo dot smart speakers.
Do you need to be a Prime member?
If you want to take advantage of Prime Day discounts, you must be a Prime member. A Prime membership costs £8.99 a month, or £95 if you pay annually. If you’re between 18 to 22-years-old, this is half the standard price, and you get a 6-month trial to see if it’s for you. Perks include unlimited one-day delivery, access to Prime Video and the chance to shop Prime-exclusive deals.
However, if you’re unsure about adding another monthly cost to your bills, you can sign up for a free 30-day trial. This will give you full access to all the Prime member benefits, and you can cancel at any time during your trial to avoid being charged when it expires. Just bear in mind that this only works if you haven’t signed up for the free trial before.
Shop for more Prime Day savings with our hand-picked best Apple deals, best Ninja deals, best air fryer deals and more
