Amazon's highly anticipated Prime Day sales will begin on 13 October and run until 14 October, the retailer has announced.

The event, an annual highlight for Amazon, is the e-commerce giant's largest sales event – though discounts are available to Prime members only. You can sign up to Amazon's 30-day trial to get access to the deals for free.

This year, Amazon has also introduced a new £10 offer to encourage customers to shop small. In the UK, Prime members who spend £10 with select small businesses on Amazon until 12 October will get a £10 voucher to spend on Prime Day. Find out more here.

Of course, Apple fans will recognize that the Prime Day dates arrive the same week that Apple is expected to have its special event, where it may possibly announce a 5G-enabled iPhone 12.

Rumours also suggest Apple may launch a new and cheaper HomePod 2 or HomePod mini at its October event – which would undoubtedly put its smart home speakers in closer competition with Amazon's Echo and Echo Dot devices, although Amazon continues to dominate the global smart speaker market share, followed closely by Google.

On 24 September Amazon also launched an £89/$89 Echo (4th Gen), which operates on a new AZ1 Neural Edge chip – a first-gen processor that uses machine learning to enhance Alexa's interactivity and responsiveness. This might ring a bell if you're familiar with Apple's use of Deep Neural Network (DNN) machine learning for enhanced audio and responsiveness in the Homepod and Siri.

Whether or not Amazon has taken a note from Apple, or whether Apple will take a note from Amazon and make the Homepod affordable remains to be seen until the week of 13 October.

Apple Homepod

What is Prime Day? Will it include Apple deals?

For the uninitiated, Prime Day deals span sitewide and launch continuously throughout the day, though some offers only last for a limited time, or while stocks are available. 

The deals are for Prime members only, so you'll have to sign up to be eligible for the offers. Get the 30-day free trial here.

Amazon has not announced whether deals will include Apple products, but Apple does have an Amazon storefront. While it's unlikely we'll see loads of hardware discount on newer Apple products, we may see discounts across headphones, accessories, and cases. Last year, many older iPhones and Macs had up to 25% off.

Amazon's announcement confirming Prime Day dates comes after months of media speculation around when it would happen. The event typically takes place in the summer but was delayed due to the coronavirus pandemic, which overwhelmed Amazon's delivery and warehousing logistics.

We'll closely follow Amazon's sale and point out the best Prime Day Apple deals here, so stay tuned.