Consumer group Which? has warned shoppers that up to a third of products in the latest Amazon Prime Day sale were cheaper at some point in the last six months.
Which? retail expert Reena Sewraz said: "Prime Day can be a good opportunity to pick up a bargain, but our research shows that shoppers shouldn't assume every deal is the best price simply because it's labelled a 'deal'."
An analysis of historical Amazon prices shows that quoted retail prices and apparent discounts often do not reflect what buyers should pay, with popular items including the Apple AirPods Pro 3, Amazon Kindle and Sage Barista Express having all been cheaper in recent months.
However, there are genuine record-low discounts on items including the Oura Ring 4, Samsung Galaxy S26 and a Ring doorbell bundle.
Genuine Amazon Prime Day bargains
The Samsung Galaxy S26 smartphone is down 23 per cent to £679, saving £200 on its £879 retail price and £80 compared to its previous cheapest price on record of over £760. The device spent most of the year at full price following its recent release.
A home security bundle comprising a Ring Battery Video Doorbell and a Ring Indoor Camera is selling for £39.99, saving £79.99 off a £119.98 retail price it has held for two months. The 67 per cent discount beats its previous lowest price of £44.99.
The Oura Ring 4 has been cut to its lowest price ever at £189.05, saving buyers £159.95 with a 46 per cent discount on its £349 full price. The wearable fitness tracker, noted for its discreet style and precise measurements, has previously never fallen below £199.
The Samsung Smart TV 55-Inch U7020H has dropped 23 per cent to £329, saving £100. It is at its lowest price yet since launching in September at £429.
The Kenwood Titanium Chef Baker XL is £199.90, saving £291.09 with a 52 per cent discount on a full price of £418.99. While it hit a record low of £139.99 in September 2018, it has averaged £282.34 over the last year, with a lowest past-year price of £218.49.
De'Longhi's Eletta Explore automatic coffee maker is at its cheapest price ever, slashed 23 per cent to £749.99 from £969.99 to save buyers £220. The machine, which makes flat whites to cold brew, is £50 cheaper than its best sales price of £799.98 over the last two years.
The Shark PowerPro Cordless Stick Vacuum, which includes a 50-minute battery life, automatic flood detection technology and a five-year guarantee, is down to its joint-cheapest price on record at £169.99, a 37 per cent and £100 saving on its £269.99 full price.
An Oral-B iO3 Electric Toothbrush with an iO Pressure Sensor for sensitive gums is £59.99, saving £115.01 with a 66 per cent drop from £175. It is £10 above its cheapest ever price of £49.99 but well below its average price point.
Beats Solo 4 over-ear headphones, which feature a Flex-grip headband and Ultra Plush cushions, are near their lowest-ever price at £99, saving £100.95 with a 50 per cent discount on £199.95. They normally carry an average price tag of £150.60, though their previous cheapest price was £49.99.
The Amazon Ember 32" 2-Series, which includes WiFi connectivity, an Amazon Fire TV subscription and Alexa Plus, is at its lowest price ever of £129.99, saving £120 with a 48 per cent discount on its £249.99 full price. It matched its previous cheapest price of £129.99.
The Amazon Echo Show 11 is £134.99, saving £115 with a 46 per cent discount from £249.99. It has cost an average of £200.04 since its release, and is now just £2 above its lowest-ever value of £132.99.
Deals worth waiting on
Several popular items are currently more expensive than they have been in recent months, meaning shoppers may want to wait for Black Friday.
Apple's AirPods Pro 3 are listed at £183.32, but were slashed to £174 in June and August.
The Sage Barista Express coffee machine is selling for £498.99, above its lowest ever price of £449.
Amazon's Fire TV Stick 4K is currently £34.99, saving £45 with a 56 per cent discount on its £79.99 full price. It offers access to Netflix, Amazon Prime Video, Now and Disney+, and supports 4K Ultra HD, Dolby Vision, HDR and HDR10+. However, its previous cheapest price was £24.99.
The Amazon Kindle 16GB, Amazon Fire Stick and Amazon Fire HD 10 Kids tablet have also been cheaper in the past few months.
