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 AirPods Pro

From: Appliances Direct

Was: £249

Now: £209  (£40 off)

The AirPods Pro are Apple's ultimate in-ear headphones. They offer active noise cancellation and three sizes of soft flexible silicon tips for a customisable, comfortable fit. Right now you can get £40 off the usual price with Appliances Direct.

2. Apple 13in MacBook Pro, 2.4GHz quad-core 512GB (2019)

From: Currys PC World

Was: £1,999

Now: £1349.97  (£649 off)

This is a great discount off 2019's top-of-the-range 13in MacBook Pro. It's got a 2.4GHz 8th-generation quad-core processor and a generous 512GB SSD.

3. Apple iPhone 12

From: Macworld UK

Now: Best Deals in the UK & US

Our dedicated iPhone 12 deals round up looks at where you can find the best offers on the iPhone 12. Leading deals includes £400 off with cashback and freebies like Disney Plus or AirPods.

4. Apple 12.9in iPad Pro (Wi-Fi, 256GB, 4th-Gen)

From: Amazon

Was: £1069

Now: £1028  (£40.26 off)

Amazon has slashed £40 off the iPad Pro 12.9, which released earlier this year. See our full review.

5. Apple iPhone 11 Pro (256GB)

From: Amazon

Was: £1199

Now: £1044  (£155 off)

The outstanding Apple iPhone 11 Pro is without a doubt the finest iPhone to date and this Amazon deal knocks a not-insignificant amount off its asking price.

6. Apple Watch Series 6

From: Currys PC World on eBay

Was: £409

Now: £388.55  (£20.45 off with PICK5OFF)

Save £20 on the latest Apple Watch Series 6 with code PICK5OFF at eBay. The deal ends 29 October so be quick!

7. Apple iPhone 12 Pro

From: Virgin

Now: From £40 per month  (with free AirPods Pro)

Virgin bundle offer includes a free pair of Apple's top-of-the-line AirPods Pro for free. You can also save £350 when you trade in your old phone. See other excellent iPhone 12 and 12 Pro deals.

8. Apple 27in iMac, 3.7GHz six-core, 5K Retina Display, 2TB Fusion Drive (2019)

From: Currys PC World

Was: £2,249

Now: £1,599  (£650 off)

Save money on the 2019 iMac with this deal from Currys PC World. This was the top-of-the-range six-core 27in model that used to cost £2,249 (the equivalent now costs £2,299).

This model features a 9th generation Intel i5 processor and AMD Radeon Pro 580X graphics. Note that this includes a 2TB Fusion Drive - Apple is now shipping all iMacs with SSDs as standard.

9. Apple 21.5in iMac, 3.0GHz six-core, 4K Retina Display, 1TB Fusion Drive (2019)

From: Currys PC World

Was: £1,449

Now: £1,099  (£350 off)

You can get money off this 2019 top-of-the-range 21.5in iMac with Currys PC World. It's almost identical spec to the 2019 entry-level 27in iMac, but way less money!

10. Apple iMac Pro, 3.2GHz, 8-core Xeon, 32GB RAM, 1TB SSD, 5K Retina display (late 2017)

From: Currys PC World

Was: £4,899

Now: £3,299  (£1,600 off)

The iMac Pro hasn't been updated since it was introduced in 2017, but it is still one of the most powerful iMacs. It's also the most expensive iMac - but Currys is offering money off!

Note that this is the 8-core model that Apple discontinued, which means you can now get 10-core model from Apple for £4,999, but this is still a decent deal.

11. Apple 13in MacBook Pro, 2.4GHz, quad-core, 256GB, Silver (2019)

From: Currys PC World

Was: £1,699

Now: £1,199.97  (£499.03 off original price)

Here's a saving on the 2019 13in MacBook Pro with 2.4GHz Quad-core processor - it's the 256GB version that would have cost £1,699 at launch, while the newer equivalent retails at £1,799.

12. Apple 21.5in iMac, 3.6GHz quad-core, 4K Retina Display (2019) with 256GB SSD

From: KRCS

Was: £1,299

Now: £1,234.06  (£64.94 off)

It might only be a small discount - and even smaller if you compare it to the £1,249 that this iMac was selling for before the 'update' in August, but the fact that you get a better SSD for less than the old model (which was hampered by the hard drive) makes this a decent deal.

13. Apple 27in iMac, 3.1GHz six-core, 10th-gen, 256GB SSD (2020)

From: KRCS

Was: £1,799

Now: £1,709.05  (£89.95 off)

KRCS has already discounted the new 2020 27in iMac. You can get the 3.1GHz 6-core, 10th-gen, 2020 iMac for £1,709.05 - a really decent discount for such a new model.

14. Apple 16in MacBook Pro, 2.3GHz i9 8-core 16GB/1TB Silver (2019)

From: John Lewis

Was: £2,799

Now: £2,479  (£320 off)

John Lewis has money off the top of the range 16in MacBook Pro! It means that you can get the most powerful MacBook Pro laptop ever for much less than Apple's asking price.

Earlier this summer John Lewis had an even more amazing saving (it was listed for £2,149, which is £650 off) but that sold out quickly!

15. Apple MacBook Air, 1.1GHz quad-core, 512GB (2020)

From: Currys/PC World

Was: £1,299

Now: £1,185  (£114 off)

This is the 2020 quad-core MacBook Air with 512GB storage. You can get it from Currys/PC World or there is a similar deal over at AO.com and Amazon.

16. Apple MacBook Air, 1.1GHz dual-core, 256GB (2020)

From: KRCS

Was: £999

Now: £949.06  (£49.94 off)

You can get money off the 2020 MacBook Air from KRCS.

The deal isn't quite as good as it was earlier this summer when you could get it for £899, but it's not bad.

Amazon also has an identical deal on this model, but it has a long delivery time (up to two months!). You can check it out here.

17. Apple iPhone XS (SIM-free)

From: John Lewis

Was: £999

Now: £629  (£370 off)

A fantastic deal. The XS remains an excellent phone, despite having been effectively replaced by the iPhone 11 Pro.

18. Apple Watch Series 4 Nike+ (44mm, cellular, refurbished)

From: Apple Refurbished Store

Was: £479

Now: £359  (£120 off)

You can grab yourself a sweet deal on a refurb of the larger 44mm variant of Apple Watch Series 4 right now. It's the Nike+ edition too, with a cool matching sports band and Nike+ watchfaces available too. 

19. Apple AirPods with Charging Case (2019)

From: BT Shop

Was: £159

Now: £129  (£30 off)

BT is offering the AirPods with Charging Case for £30 less.

20. Fitbit Charge 4

From: Currys PC World

Was: £129.99

Now: £119  (£10 off)

Currys currently has £10 off the Fitbit Charge 4. If it sells out, you can also pick up the same deal from Amazon. See our full review of the Charge 4.

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.