Amazon Prime Day is the company's largest and most competitive sales event, offering millions of exclusive discount to its Prime members across its varied catalogue, including Apple products and accessories.

Typically, the event takes place every July, but this year it happened on 13 and 14 October.

All of the Prime Day deals could be found on Amazon here, but we curated those deals in our deals articles as listed below:

Prime Day surely marks the inaugural moment to kick off the Black Friday and holiday sales season – which needless to say, has already been creeping earlier into the final months of the year.

Here, we share everything you needed to know about Amazon Prime Day 2020, including the very best deals across the iPhone, MacBook, iPad and Watch range.

The content in the rest of this article was written and published throughout Prime Day, but we've kept it here to give you an idea of what happened on Prime Day 2020 and what to expect next year.

Best Apple Deals of Prime Day

1. Apple Watch Series 6 (GPS, 40mm)

From: BT Shop

Was: £379

Now: £358.99  (£20 off with APPLE3WATCH20)

BT Shop has the biggest discount on the Apple Watch 6 right now (device only). Save £20 with code APPLE3WATCH20 at checkout. The offer ends 31 March.

2. Apple iPhone SE (2020, Refurbished)

From: Smartfone Store

Was: £399

Now: £279  (£120 off)

If you're after a refurbished deal on the iPhone SE (2020), take a look at options at the Smartfone Store, which has £120 off a 64GB option in "Good" condition. This rating means it's fully working but has signs of wear. The Smartfone Store offers a 12-month warranty and a 14-day returns policy. Save £5 on delivery with NOTIFY5OFF.

3. Apple iPad Air (2020, 64GB, Wi-Fi + Cellular)

From: Amazon

Was: £709

Now: £649  (£60 off)

Amazon has an excellent £60 off the cellular-equipped Air in Rose Gold. There's also £49 off the Sky Blue option.

4. Apple iPad (2020, 32GB)

From: Costco

Was: £329

Now: £319.99  (£10 off)

Pick up the 8th generation iPad from Costco with £10 off. This is the lowest price we're seeing right now. There's also £10 off the 128GB option

5. BullGuard Premium Protection - 1 Year, 10 Devices

From: BullGuard

Was: £69.95

Now: £28  (60% off)

BullGuard Premium offers protection for up to 10 devices for 1 year.

A discount of 60%, brings the price down to £28. That's just £2.80 per device per year.


6. Kaspersky Total Security - 1 Year, 1 Device

From: Kaspersky

Was: £39.99

Now: £19.99  (50% off)

Save 50% on Kaspersky's security suite. This is the price to protect one device, but it's even better value if you have three or five devices to protect, as those subscriptions work out much cheaper per device.

7. Bitdefender Antivirus For Mac - 1 Year, 3 Devices

From: Bitdefender

Was: £39.99

Now: £19.99  (50% off)

One of our top picks for Mac is Bitdefender, which has 50% off right now for up to three devices.

Normally £39.99, this deal lets you protect three Macs for £19.99.  Note that this is the price for the first year of the subscription only. 

8. VyprVPN three-year subscription

From: VyprVPN

Was: £466.20

Now: US$60/around £42.59 ($1.66/£1.18 per month)  (87% off)

VyprVPN's 'Valentine's Day special' is still running. It's a three-year subscription with 87% off the normal monthly price, which means an up-front payment of $60 (around £42.59) instead of $466.20 (around £330.92) for a two-year subscription. That's just $1.66/£1.18 per month.

If you're wondering why you should choose VyprVPN: it owns and manages all of its servers, and is a great choice if your priorities are security and privacy.

Also, as a bonus, the subscription lets you use up to 30 devices on the same account. That's a lot more than the typical 3-6 devices.

You can read our VyprVPN review for more details.

9. Apple Watch 3 (GPS, 38mm, Refurbished)

From: The iOutlet

Was: £154.99

Now: £139.99  (£15 off)

The iOutlet's price on a Grade A refurbished Apple Watch 3 (38mm) outdoes MusicMagpie's price on the same model in an equivalent condition. 

10. TalkTalk TV & Broadband with 1 Year of Amazon Prime

From: TalkTalk

Now: From £25.50 per month  (£79 off Amazon Prime)

TalkTalk just launched an incredible offer that includes a year of Amazon Prime for free. It's not just Prime Video, but a full Prime subscription that includes free next-day deliveries, Amazon Music, exclusive discounts, and a number of other perks. See our full guide to Amazon Prime.

11. Apple iPhone 11 Pro (64GB)

From: John Lewis

Was: £1,049

Now: £899  (£150 off)

If the model you want is out of stock or John Lewis's prices go up, try Amazon, which has the same deal.

12. Smarty 30GB data SIM-Only

From: Smarty

Was: £10 per month

Now: £7.50 per month  (25% off first 3 months)

Bag 30GB of data per month for under £10 from Smarty for the first three months. If you're after more data, there's also 50GB for £12, again, for the first three months. You can cancel anytime.

13. CyberGhost VPN three-year subscription

From: CyberGhost

Was: £392.04

Now: £77.61 (£1.99 per month)  (82% off)

CyberGhost is a superb VPN service and its latest offer gets you 82% off the regular monthly price which makes it £1.99 per month.

Best of all, you also get three months on top of the three-year subscription: a total of 39 months' protection.

You'll find CyberGhost in our round-up of the best VPNs.

14. Apple iPhone 12 (64GB, refurbished) with 100GB data


Was: £135 upfront

Now: £39 per month  (no upfront cost) is slashing the iPhone 12's upfront cost. The deal includes 100GB of data on Vodafone for £39 per month. 

15. NordVPN two-year subscription

From: NordVPN

Was: £220.80

Now: £65.86 (£2.74 per month)  (£154.94 off)

NordVPN just turned 9 year old. To celebrate, it's offering customers who buy the 2-year plan additional months of service for free. Depending on your luck, you can either get a month, three months or another full two years for free.

You pay for the first 24 months, then the remaining months are free.

NordVPN tops our round-up of the best VPN services you can buy, and has just rolled out its NordLynx protocol (based on WireGuard) which offers up to twice the speed as before.

16. Apple 13in MacBook Pro, M1, 8-core CPU, 8-core GPU, 256GB (2020)

From: Amazon

Was: £1,299

Now: £1,189  (£110 off)

Amazon has £110 off the new M1 MacBook Pro with 256GB SSD, in a deal that outdoes Currys and AO by just £3!

17. Apple iPad Air (2020, 64GB, cellular)

From: Amazon

Was: £709

Now: £649  (£60 off)

Our top tablet of choice, the 2020 iPad Air packs in serious performance in a sleek build and comes in a range of pleasing colours. There are discounts across both the Wi-Fi-only and cellular models, as well as multiple colourways.

18. Vodafone broadband with free Apple TV 4K

From: Vodafone

Was: £30.95p/m for 35Mbps

Now: £30.95p/m 63Mbps  (plus £2 off for existing Vodafone mobile customers)

Vodafone's broadband offer includes 63Mbps speeds for the price of 35Mbps along with free access to Apple TV for a year. The offer also includes a free Apple TV 4K set worth up to £199. Plus, if you're already a Vodafone mobile customer, the bundle deal is yours for £28.95 per month.

19. Apple iPhone SE (64GB, Refurbished) with 100GB data


Now: £39 per month  (no upfront cost)

Mobiles has an impressive selection of refurbished phones – including brand new hardware like the iPhone 12 and iPhone SE.

20. Intego Mac Internet Security X9

From: Intego

Was: £49.99

Now: £20.99  (£29 off)

Intego sits at the top of our antivirus for Mac group test. It's the fastest we've reviewed, and has an impressive clean-up rate. It comes with a brilliant firewall app, too.

Right now it has a huge £29 off.

How to get Prime Day deals

Prime Day discounts are exclusive to Amazon Prime members, so if you wanted to take advantage of the deals, you needed to become a Prime member.

Membership costs £79/US$119/AUD$59 annually, though customers can opt for a £7.99/$12.99/AUD$6.99 monthly subscription instead.

However, the 30-day free trial is also available for anyone that doesn't want to commit. You can cancel any time.

Amazon Prime is a service that began as a way to get unlimited next day delivery but has since become much more. Subscribers get access to Amazon's Netflix rival Prime Video, plus plenty of other benefits.

You can see all Prime benefits here.

How to get the best Amazon Prime Day Apple deals - quick tips

1. Browse Apple's Amazon storefront

It's essentially a catalogue for the full range of Apple products, and when you click through to specific devices, you'll also see any available discounts.

We've listed all available devices below, many of which had up to 25% off last Prime Day. We'd recommend bookmarking the product pages you're most interested in, so you can browse discounts as soon as Prime Day hits. 

  • iPhone (iPhone 11 range, iPhone SE, iPhone XS, XS Max, XR, X, iPhone 7, and iPhone Accessories)
  • iPad (New iPad Air 10.9in, iPad Pro 11in, iPad Pro 12.9in, iPad 10.2in, iPad mini 7.9in, and iPad Accessories)
  • Apple Watch (Series 6, Watch SE, Watch Series 3 and Watch Accessories)
  • MacBook (13.3in New MacBook Air, 13.3in MacBook Air, New MacBook Pro, 16in MacBook Pro)
  • iMacs (21.5in, 21.5in Retina 4K, 27in Retina 5K, 27in Retina 5K, iMac Pro, Mac Mini, and iMac Accessories)
  • Apple TV (4K, TV HD, TV Accessories)
  • Beats headphones (Powerbeats, Powerbeats Pro, Beats Solo Pro, Beats Studio3 Wireless, Beats Solo 3 Wireless, Beats X, Powerbeats3 Wireless, Beats Solo Pro, Beats Pill+, BeatsX, and Urbeats3)

2. See how competitors are reacting

As Prime Day's popularity has grown, other retailers have begun hosting deals events at the same time. This year, with Prime Day happening in October, you might even see retailers kick off pre-Black Friday sales around the same time as Prime Day.

We bring you all of the best Apple deals on Amazon Prime Day from Amazon and beyond here. Our top picks are shown below.

While Apple itself doesn’t always join in on Amazon Prime Day, there are plenty of retailers that recognise that it’s worth joining in the fun, so you can find deals events from some of your favourites including:

3. Be prepared before you shop Prime Day

Prime Day deals go quickly, as many offers are available as Deals of the Day, which means stock can be limited or only a certain number of hours.

Ensure, first off, you're signed up to Amazon Prime (or the free trial) to access to the deals on Amazon.

Make sure your payment and shipping information is up to date to make sure you can purchase products before they sell out.

If you come across a deal that has sold out, you can usually join the waitlist to be alerted to any stock that becomes available, usually because someone has decided they don’t want to purchase it after all and removes it from their basket.

You can also use the "Watch this Deal" button on upcoming deals to be alerted when they become available.

4. Keep an eye on our deal selections

With a team of Apple-breathing experts browsing through deals and offers every day (literally), you can be sure if there's a top offer out there.

When is Prime Day 2020?

Prime Day 2020 begun at 00:01 on Tuesday 13 October, and end at 23:59 on Wednesday 14 October.

Last year, Prime Day spanned two days (15-16 July), so it's not surprising that Amazon has chosen to do the same this year. This year's event will mark Amazon's sixth Prime Day.

Amazon kicked off the fun early with some Early Access Deals across its own product lines, including Echo and Kindle.

Why was Prime Day delayed?

The unforeseeable disruptions caused by Covid-19 have permeated through all businesses worldwide, and Amazon is no exception.

The impact of coronavirus hit Amazon's logistical operations especially hard, as reported in CNBC. The mass influx of orders at the peak of the pandemic translated to inventory shortages and delivery delays for customers.

Amazon says it chose to delay the event from July so it could recover from the disruption, while also keeping its staff, selling partners, and customers safe.