Prime Day 2025 in Australia: what to expect from this year's biggest Amazon sale

We aren't going to get any official confirmation for this year's Prime Day dates until about two weeks prior to the actual sale event. However, we can make some educated guesses.

We know for a fact that the first (or main) Prime Day is held mid July each year, and usually starting on a Tuesday. Last year, Prime Day 2024 was July 16-21 in Australia, which could mean that Prime Day 2025 might well kick off on July 15 (which is a Tuesday) and end on Sunday, July 20.

Yes, that's right, we had a six-day Prime Day sale twice last year – both in July and in October – so it's highly likely the same will happen again this year too. That said, Amazon Australia might just shake things up again, so we will have to wait to find out more as the months go on.

Considering we've already had two Prime Big Deal Days sales already, it's highly likely there will be another one in 2025 too. That means we can expect to have the second Prime Day sale in Australia in October again.

Last year, Prime Big Deal Days was between October 8-13 (another 6-day deal bonanza), so expect this year's second Prime Day to be between October 7-12. Again, there's no guarantee that the second Prime Day sale of the year will be a 6-day event, but it's possible that the main Prime Day sale will set the precedent for what to expect in October.

This second sale is a prelude to Amazon's Black Friday sale, and a good opportunity to get your Christmas shopping started if you don't want to wait till end November (this year, Black Friday falls on November 28, 2025).

Amazon Prime Day began in the US in 2015 as a celebration of the company’s 20th anniversary, with more deals on offer than Black Friday back then. Today, Prime Day is Amazon’s popular mid-year sales event where members of Amazon Prime get exclusive discounts on a wide range of items.

While it began as a one-day sale, 2018 saw the offers last for 36 hours, which then became a 65-hour in 2019. We've had the 65-hour sale since and thought that was 'recording breaking' – oh boy, were we wrong. Last year (2024), for the first time ever, the Prime Day sale was a marathon 6 days, or 144 hours if you want an hourly comparison!

Amazon Prime Day 2024 kicked off at 00:01am AEST on July 16 and went on until 11:59pm AEST on July 21. This was quite different to what took place in other markets like the US and the UK, where Prime Day was in July was just a 48-hour sale event that started on July 16 but ended much, much earlier than in Australia.

It was the same for the second Prime Day as well – in Australia, Prime Big Deal Days was a 6-day event from October 8 to October 13, 2024, but it was just October 8-9 in other major markets.

Prime Day is presented as a neat ‘thank you’ to Amazon's paying members, but one that involves giving Amazon more money and shifting a lot of stock at the same time.

Prime Day isn’t just about selling Amazon-branded products – several other brands and third-party sellers also save their best deals for Prime Day, completely aware that thousands of extra shoppers will be hitting the online store.

To make the most of Prime Day you’ll need to get yourself an Amazon Prime membership which, in Australia, will set you back AU$9.99 a month or AU$79 a year. While you’re paying for the privilege of free, swift delivery on domestic and international goods, signing up for Prime means you’ll also have free access to Amazon’s streaming services, including Prime Video, Prime Music and Prime Reading. Members also get free access to Prime Gaming and Prime Photos for all their ebook and storage needs. To learn more about this service, head to our guide to what is Amazon Prime in Australia.

Amazon Prime Day is typically held only once a year, usually in July. However, Amazon's Prime Big Deal Days seems to now be an annual event that matches the July offers, so we could sorta, kinda say that Prime Day is 'unofficially' held twice a year.

An Amazon Prime subscription in Australia costs AU$9.99 per month or AU$79 annually. These prices have been in place since 2023 and includes some useful perks that make the subscription worthwhile, especially if you are a regular Amazon shopper and are keen on the Prime Video library.

With free deliveries on eligible products available as part of the service, even a single item that costs less than AU$20, for example, will arrive at your doorstep either the same day or within a day or two with no additional shipping expenses.

Check out our dedicated page on what is Amazon Prime to find out if it's really worth the money. And click on the buttons below if you'd like to sign up and get a 30-day free trial if you're a new customer.

To be eligible for the Prime-exclusive offers, you need to sign up for a Prime membership for AU$9.99 per month or AU$79 for the whole year.

1. Grab an Amazon Prime free trial
If you're not a Prime member yet, you can sign up for a 30-day free trial just ahead of the big sale and cancel before it ends if you don't want to continue with the service. This way, you get all the benefits of Amazon Prime without paying for it, albeit for a short period of time.

2. Know what you want to buy – but stay flexible
Having a good understanding of exactly what you want to get out of Amazon Prime Day 2025 will be key to winning this year. That way you'll be able to quickly recognise how good that discount really is, but stay flexible enough to know whether you should opt for another model. For example, if you need a new laptop or camera, take a look at what features each brand offers, perhaps take a look at a few in person by visiting a store. Find a few options you would be happy to pick up, get to know their prices and how cheap they can be so that you can identify a good deal quickly on the day.

However, it's also worth identifying the features that you could sacrifice in order to boost the specs that you really care about – you don't want to miss out on the best Prime Day deals just because the specific model you had in mind isn't discounted.

3. Keep some of that flexibility in your budget
Obviously it's never a good idea to get caught up in the heat of the moment and spend crazy money for the sake of a good deal. However, a little room above your maximum spend will be helpful in securing the best-value deals available. Sometimes the best Prime Day deals aren't on the cheapest items, but on the next level up that offers so much more without boosting the price too much. For example, if you're looking for a laptop you might be tempted by a super low price on a 256GB storage option. However, if the 512GB model is just AU$100 to AU$150 more expensive it's a far better investment.

4. Get in early, but stick around for the full event
When the sale itself comes, we'd recommend heading to Amazon as early as possible. This will give you first eyes on the biggest discounts Amazon is offering on the first day, and because many of the hottest Prime Day deals tend to run out of stock particularly quickly, you may need to move fast.

However, just because you've managed to secure an incredible discount straightaway shouldn't mean your work is done. Amazon releases plenty more high-profile savings throughout the course of the multi-day sale, so it's worth checking back in throughout as well.

5. You're not limited to Amazon – price check and price match
Amazon Prime Day isn't strictly limited to Amazon. We see more and more retailers offering competing discounts these days, and that extra competition often drives prices even lower. It's worth checking other retailers aren't beating your Prime Day deals, but even if they aren't, some like JB Hi-Fi, The Good Guys and others will be offering price-matching guarantees and you may snag additional extras as well.

Amazon doesn't always do a great job of promoting the best Prime Day deals. Sure, it will shout about many of its own devices and other well-known products that are on sale, but it's often worth looking beyond these highlighted deals for some even better savings. We do a lot of that searching for you and share our favourite offers right here, but here's some more advice on how to find the best Prime Day deals.

Before the sale begins is a good place to start. In the run-up to Prime Day, Amazon usually has a few offers live that are a tease for the big event. These aren't usually some of the biggest products, but can still be tempting bargains. We sometimes see reductions on its own subscription services such as Audible, Music Unlimited and Kindle Unlimited during this window, making it a good time to sign up.

We also strongly encourage you to keep an eye on Amazon Warehouse deals. We often see store-wide discounts of up to 20% across this selection of second-hand, used and open-box products. All items are checked, tested and Amazon-approved before they go back on sale, plus they are covered by the standard returns policy, so you don't have to worry if you run into any issues. Generally, it's an excellent option to bag an even bigger bargain.