Amazon’s annual Prime Day event is back in time for the festive season, taking place on 13th and 14th October. The two-day shopping event delivers Prime members savings and discounts on over one million deals globally across every category. Prime Day kicks off at 00.01am on Tuesday, 13th October and runs through to 23.59pm on Wednesday 14th October, for Prime members in the U.K, U.S., U.A.E, Spain, Singapore, Netherlands, Mexico, Luxembourg, Japan, Italy, Germany, France, China, Canada, Belgium, Austria, Australia, and – participating for the first time this year – Turkey and Brazil.

Members can shop deals and top products including toys, TVs, electronics, fashion, beauty, kitchen, home, and Amazon Devices, starting today and throughout the two-day event at

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This has been a challenging year for many small businesses, but selling in Amazon’s stores has enabled hundreds of thousands of smaller companies around the world to sustain and even grow their businesses throughout the COVID-19 pandemic. Amazon is increasing its commitment to small business by designing Prime Day to support them with our biggest small business promotion yet. This Prime Day, and throughout the festive season, Amazon will spend more than £75 million on promotional activities to help small businesses around the world increase their sales and reach new customers.

“After a tough six months for everyone, we’re committed to making this the most successful Prime Day ever for small businesses, and excited for members to discover the very best from artisans and entrepreneurs in the UK, whilst saving big on everything they need and love from the comfort of their homes.” Doug Gurr, Amazon UK Country Manager.

Support Small Businesses
There are many ways to discover products from small businesses now through Prime Day.

  • Spend £10, Get £10: Starting today through to 12th October, Amazon will offer a £10 credit to use on Prime Day to Prime members who spend £10 on items sold by select UK small businesses in Amazon’s store. This promotion is fully funded by Amazon to connect customers with local innovators, artisans and entrepreneurs selling in its stores. Similar promotions kicked-off today in the U.S. Spain, Japan, Germany, Italy and France. Customers can find qualifying products at
  • Prime Day Deals: Once Prime Day begins, members can use their £10 credit to purchase almost any product in Amazon’s store, including from small businesses. More than half of the items sold in Amazon’s store in the UK are from third-party sellers – mostly small and medium-sized businesses. This year, Prime members around the globe can shop hundreds of thousands of Prime Day deals from these entrepreneurs.
  • Curated Collections: To make it easier than ever for customers to support small businesses, Amazon has launched new curated collections to connect customers with local small businesses. Customers in the U.K., U.S., Spain, Singapore, Netherlands, Mexico, Japan, Italy, Germany, France, Canada and Australia will be able to shop curated small business collections in both the lead-up to and on Prime Day.

Lavinia Davolio, Founder, Lavolio Boutique Confectionery, London, UK, commented: “As a small business owner Prime Day is an extraordinary opportunity to reach many new customers, encouraging them to try our handmade confectionery for the first time. We simply don’t have enough space and people to pack all the boxes to fulfil the increased level of customer demand, so for peak moments like Amazon Prime Day, Christmas or Mother’s Day, Fulfilment by Amazon is pivotal and enables us to scale.”

Dr Scott MacDonald, Managing Director, Sandy Leaf Farm, London, UK, commented: “We’re excited to offer some amazing deals on our Sandy Leaf Farm DIY Food, Drink and Craft Kits this Prime Day, including our always popular Sandy Leaf Farm Gin Making and Infusing Kits. Amazon enables us to offer these prices as we don’t need to worry about the logistics of sending out all the orders ourselves. This year’s Prime Day will be a great way to gain exposure for our small business in the run up to Christmas.”

Tens of thousands of UK-based small and medium-sized businesses sell their products in Amazon’s stores across the world and Amazon provides practical support and services to help them grow. More than 60% of UK businesses selling on Amazon export to customers all over the world. In 2019 they achieved total export sales of more than £2.75bn and supported more than 85,000 job opportunities in the UK.

This year also saw the launch of the Amazon Small Business Accelerator with Enterprise Nation, the small business support network, to help 200,000 small businesses and start-ups across the UK respond to the impact of the pandemic and lockdown with new online learning, intensive week-long boot camps, and access to free services, credits, training and support.