Millions of shoppers are expected to hunt for bargains during this week’s Amazon Prime Day sales, but buying the wrong products could leave consumers out of pocket. Research from retail consultancy Gekko reveals that while summer Prime Day is the best sales event for televisions and smart fitness devices, other technology products drop to their lowest prices at different times of the year.
The analysis of hundreds of consumer technology products sold across the UK's five biggest retailers during 2025 found that shoppers who understand when different categories are discounted will make the most savings overall. While summer Prime Day delivered the lowest prices of the year for televisions and smart fitness devices, shoppers looking for computer products, smart home technology, and household appliances could often find better deals during other sales periods.
TVs and Fitness Tech Shine During Summer Prime Day
For shoppers considering a new television to catch the latest streaming or football match, this week’s Summer Prime Day will see the biggest savings of the year. TV prices averaged 8.2% below their annual average, making it the best discounting moment of the year. In contrast, prices during October's Prime event were 7.4% above the annual average — higher than any other discounting moment — a difference of more than £269 between the two sales events.
Smart fitness devices also reached their lowest prices during the summer event, averaging 7.5% below the annual average. October’s event paints a very different picture, with prices almost 10% above the annual average.
Don’t Let ‘Deal Dazzle’ Cost You Hundreds of Pounds
While Summer Prime Day offers genuine savings in some categories, the research found that consumers who assume all Prime Day savings are unbeatable could miss bigger bargains elsewhere. Computing products saw some of the biggest fluctuations throughout the year, with Easter promotions delivering prices 21% below the annual average — a discount of nearly £200 less than average and significantly cheaper than either Prime Day sale. Gaming products also proved better value during Easter promotions rather than the major Prime Day sales.
Shoppers looking for smart home and floorcare products will usually find the best deals in the week before Black Friday, while small domestic appliances are more expensive than average during all discounting moments, with November being the best time to buy.
The findings highlight what Gekko calls ‘Deal Dazzle’, where the excitement around major retail events like Prime Day encourages shoppers to assume they’re getting the best prices of the year, without considering how discounts vary between product categories.
Daniel Todaro, CEO at Gekko, said: “Many shoppers assume major retail events such as Prime Day automatically offer the lowest prices of the year, but our analysis shows that's not always the case. With household budgets continuing to face pressure, understanding when products are most likely to be discounted could help shoppers avoid paying more than necessary and make their money go further.
“Consumers should resist the temptation to assume a sale period automatically means the lowest available price. Taking a few minutes to compare prices and understand seasonal trends can make a meaningful difference to how much they ultimately spend.”
