We're one day into the annual shopping frenzy that is Amazon Prime Day and, as ever, there are some great deals to be had on essential kit.
The first Amazon Prime Day was held on July 15, 2015, to mark the company's Twentieth Anniversary. Modelled on similar successful events held by retailers such as Alibaba, it was only a 24-hour sale and it was limited to Prime members in nine countries. While still only for Prime members, it has since expanded worldwide, ballooned out to being four days long, and sparked a rash of copycats. Plenty of companies out there now have their own Prime Day sales, either hosted on Amazon or nothing to do with Bezos' grand box-shifting empire.
It's a wheeze to boost sales in retail's traditionally dull northern hemisphere summer period basically, but it's a damn successful one.
So, aware that our readers are more than capable of an Amazon search themselves, to mark Prime Day's 10th anniversary we thought we'd highlight 10 of the best deals that we've found in 2025. There is one huge caveat this year though; in the US at least some of the best deals are effectively only returning you to the vicinity of pre-tariff pricing. But with the situation with tariffs looking as chaotic as ever, it's probably best to grab a bargain while you can.
All deals are for amazon.com in the US unless stated.
1. Sony cameras
These get an entry all of their own as there are plenty of deals on them this year that strike close to an average 10% off. That means you can pick up the Sony a1 for $500 off at $5399, the Sony a7R V for $3799, down $400, the Sony ZV-E1 for $2098, and the vlogger -friendly Sony ZV-1F (above) for an impressively curve-breaking 19% off at $448. You get the picture.
2. DJI Osmo Action 4
This is down a massive 42% on amazon.co.uk, which brings the camera in at a frankly crazed £166. That steep level of discounting seems to be unique to the UK at the moment, though in the US this extremely capable action cam is still down an impressive 30% at $209.
3. SAMSUNG T9 Portable SSD 4TB
Our review of the Samsung T7 Shield in 2023 was one of our most-read articles of that year, proving that while storage might not be sexy, it is popular. The direct successor is the T9 (Samsung seems to be releasing its SSDs in odd numbers only), and you can get a huge 52% off the 4TB version which is currently down to $265.
4. ASUS ProArt Display PA278CGV
We're putting the ASUS ProArt Display PA278CGV here as your reminder that Prime Day also serves as a catalyst for sales elsewhere and it's always worth hunting around the web if there's something specific you're after. For example, ASUS in the UK is currently running its ASUSFEST promotion and has up to 19% off this excellent creator-centric monitor, which is down to £299.
5. Canon EOS R8 (Body)
Back to Amazon and back to Amazon in the UK too, as that is showing a hefty discount on the Canon EOS R8, which is down 39% to £1043. No such discount in the US, though you can pick it up 7% cheaper than normal at $1399, which is better than a poke in the eye with a sharp stick.
6. Hollyland Lark M2S Ultimate Combo
Featuring 2 Transmitters + 3 Receivers (Camera/Lightning/USB-C), a Combo Version Charging Case, 2x Studio Windshields, and a 3-Cable Ultimate Kit (3.5mm TRS/USB-C-Lightning/USB-A-C), this provides as much of the 6th generation of Hollyland's Lark Series microphones as most people will ever need. The Lark M2S mics have a 30-hour battery life, a 300m transmission range, and are 25% off at $119. There's plenty more on offer too: check out Hollyland's Prime Day page for more.
7. UGREEN Uno 10000mAh Magnetic Portable Charger
There are also some tempting offers at the low end of the pricing spectrum too. This UGREEN power bank is magnetic, comes with a foldable stand, and (and this is what really sold us on it) indicates its status with expressions via a TFT display. Happy face = plenty of power. Happy face also = 37% off at $37.99.
8. Insta360 X4
This might have been superseded now by the X5, but the Insta360 X4 is still an extremely capable 360-degree action camera as our review showed. What's more, you can currently get its standard bundle configuration for $150 off, Prime Day bringing it down to $349.
9. SmallRig x Potato Jet Tribex Hydraulic Carbon Fiber Tripod
The rather well-regarded SmallRig x Potato Jet Tribex Hydraulic Carbon Fiber Tripod can be picked up for 25% off at the moment, bringing the version with video head down to $599. Just the tripod on its own is 20% down at $399. SmallRig has over 500 products with Prime Day discounts: check out the full listing here.
10. Check out other retailers
Pic: dreamstime.com
Okay, not a deal in itself. But as everyone knows, while Amazon likes to position itself as the biggest and cheapest retailer of them all, that's not always the case. You can often find the same products cheaper elsewhere, and it's always worth price checking what it's up to, especially when it comes to the dark art of sale pricing. The big beasts in the camera business all have summer sales on. B&H has its Hot Summer Deals, Adorama has a Summer Cyber Sale underway, and CVP is trying its hand with something new, the CVP Auction 01, which looks well worth checking out.
Happy shopping. May the odds be ever in your favour.