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Amazon Prime Day in Australia: What you need to know

Everything you need to know about Amazon’s big sale.

Last updated: 26 March 2024


Checked for accuracy by our qualified fact-checkers and verifiers. Find out more about fact-checking at CHOICE.

The sales never end.

Here in Australia we're used to big discount periods like Boxing Day and End of Financial Year sales. But now US-based events are starting to get a look in, with Black Friday and Cyber Monday making huge impacts over the past few years.

Next cab off the rank is Prime Day, which usually takes place in the month of July. We've got a few months, but it's never too early to get prepared.

What is Amazon Prime Day?

Prime Day is an annual Amazon sales event that was launched all the way back in 2015 to celebrate the then 20th anniversary of Amazon.

Prime Day is something of a mid-year competitor to Black Friday, which takes place later in the year, in and around Thanksgiving. 

Many of the deals are exclusive to members of Amazon Prime, a subscription service that, for $9.99 per month, gives you free expedited delivery for items purchased on Amazon; as well as access to Prime Video (a streaming service for popular movies and TV shows), and a selection of music, games, books and more. 

Many, but not all, of the deals are exclusive to Amazon Prime subscribers

But some of these deals will be available to all, not just Amazon Prime subscribers.

When is Prime Day 2024?

Amazon has yet to announce the date for Prime Day 2024, but it's all but certain it will take place mid July. 

Last year Prime Day took place from 11–12 July. The year before that it took place on 12–14 July. Expect a similar-ish date for 2024. 

How long does Prime Day last?

Despite being called Prime "Day", Amazon's sales event typically lasts 48 hours. 

But given Australia's time zone, we often get a little bit of extra time. Prime Day usually kicks off at midnight AEST, but we still have access to US deals 48 hours after they have concluded locally. It's one of the rare benefits of living in the future!

Who takes part in Prime Day?

Prime Day isn't a Black Friday situation where multiple different outlets hop onboard a broad sales period – Prime Day is very much a sale hosted exclusively on Amazon.

But while Amazon products (like the Echo and Alexa smart speakers) will no doubt make up a significant part of the sales inventory, there are usually many different products from various brands on sale, given the fact Amazon sells everything you can imagine and plenty of stuff you can't.

Is there more than one Prime Day?


Unlike Black Friday, Prime Day is hosted exclusively on Amazon.

There is actually! 

In October 2023 Amazon experimented with a second Prime Day, called "Prime Big Deal Day". 

There's no guarantee that Amazon will do the same thing in 2024, but we suspect it will take place, despite being very close to Black Friday.

There's no difference between Prime Day and Prime Big Deal Day aside from the timing. It's just another excuse to buy things on sale if you feel like it.

How to get a good deal on Prime Day

CHOICE has a number of guides on how to make the best out of sales seasons which are well worth reading if you're planning to pick up a bargain. But let's run through some top level advice...

Don't spend for the sake of it

During big sales periods, perhaps the most important thing to remember is you don't need to buy anything! Sales come around regularly. If it's not Prime Day, it's Black Friday or Cyber Monday or Boxing Day sales. 

Often we'll see items at better prices throughout the year

In addition, you might not even be getting the best price possible during said "sale". Very often we'll see items we're after at better prices throughout the year. Which takes us to our next bit of advice…


Making a list helps you avoid ending up with something you don't really need.

Make a list

More than anything, having a list of items you actually need helps you avoid splashing out on products just because they're on sale. It definitely pays to be disciplined. If you go into any sale with the mindset of buying something for the sake of it, you're almost certainly going to end up with something you don't really need.

Do your research

There's no point saving big bucks on a product if it's a dud. Whether you're buying a TV, headphones, a smart speaker or a home appliance, check reviews on CHOICE before you buy to ensure you're getting a good deal – sign up for our free guide to the products to avoid

Watch out for scams

Prime Day mostly takes place on one single platform, which somewhat limits the risk of being scammed by a fake retailer, for example, but in 2024 it's never a bad idea to watch out for scams. It's also important to be wary of fake online reviews

Ensure prices are in Australian dollars

When the sales get started in the US time zone, just be sure to double check whether the deal you're checking out is on the US site or the AU site. Something that sounds good on paper might not be so great once you convert to Australian dollars, not to mention the potential delivery costs if the product is coming from overseas. 

Products can sell out quickly

During any sales period, be it Prime Day or Black Friday, some products do tend to sell out quickly – particularly the good deals. It's not the end of the world – items usually come back in stock – but it's worth being alert if there's something specific you're looking for. Get in early, and be precise with the products you actually want. 

Keep checking throughout Prime Day

Prime Day takes place over a couple of days, and new sales drop in and out over this period, so don't be afraid to check again later in the day. Amazon will also do a few limited-time "lightning sales" to try to keep shoppers on their toes. Keep an eye out for those, but once again, don't get roped into buying something you don't really want just because it's cheap.

Good luck and happy shopping!

We care about accuracy. See something that's not quite right in this article? Let us know or read more about fact-checking at CHOICE.

Stock images: Getty, unless otherwise stated.