Experts explain what you definitely shouldn't buy on Amazon Prime Day

Millions of shoppers are expected to be hunting for bargains during this week’s Amazon Prime Day sales, but buying the wrong products could see consumers out of pocket. Research from retail consultancy Gekko found that whilst summer Prime day is the best sales event for televisions and smart fitness devices, other technology products drop to their lowest prices at different times of the year.

The analysis of hundreds of consumer technology products sold across the UK's five biggest retailers during 2025 found that shoppers who understand when different categories are discounted will make the most savings overall. The analysis found that while summer Prime Day delivered the lowest prices of the year for televisions and smart fitness devices, shoppers looking for computer products, smart home technology and household appliances could often find better deals during different sales periods.

Smart fitness devices also reached their lowest prices during the summer event, averaging 7.5% below the annual average. October’s event paints a very different picture, with prices almost 10% above the annual average.

To read Gekko's research and the published comment by Daniel Todaro, CEO, Gekko Group, please visit SomersetLive