Amazon Prime Day 2023 – our predictions & tips

We think it's very likely some of the biggest discounts will be on Amazon's own devices – it is Amazon's sale event after all. We expect to see devices such as the Fire TV range, Echo speakers, Kindles and Fire tablets with up to 60% off the RRP (which isn't necessarily the price it's been at recently – see our tips below).

For example, last year the Fire TV Stick 4K was £22.99 (RRP £49.99) and the Echo Dot (4th generation) was £19.99 (RRP £49.99) – both were the cheapest we'd ever seen them.

Other popular brands we reckon could be discounted include:

• Fitbit - up to 50% off some models, up to 30% off others. Last year, the Fitbit Inspire 2 was the cheapest we'd seen at Amazon at the time, at £42.74 (RRP £89.99).
• GHD - up to 30% off. Last year, the GHD Gold Styler hair straightener was £111.70 (RRP £169), the cheapest price we'd seen in 12 months.
• Ring - up to 30% off. Last year, the Ring wired video doorbell was £35.99 (RRP £49.99) which was the cheapest since Black Friday the year before – though wasn't the cheapest ever.
• Shark - up to 40% off. Last year, the Shark IZ103UKGB cordless stick vacuum was £179.99 (RRP £319.99), which was the cheapest we'd seen it at Amazon.