Amazon Prime Day 2018 is actually a day and a half this year. It started at midday yesterday, and will end at midnight tonight (Tuesday 17 July). Here, we share all of the best early Prime deals and launches, and offer advice about how to make the most of the rapidly growing deals event.

Before we get started, don't forget that you'll need to be signed up to Amazon Prime in order to take advantage of Prime Day deals. Sign up to Amazon Prime or its 30-day free trial to begin.

This article covers the best deals you'll find for Amazon Prime Day in the UK, but you can discover US-based Prime Day deals over on our sister site PC World here.

Amazon Prime Day has begun, and there are more than a million deals available. Obviously that's quite a few to look through, so we've been curating the very best here.

Prime Day bestsellers

Prime Day's 36 hours are already flying by, but to make sure you don't miss out on the most popular deals Amazon has shared a list of the best sellers so far. Click the product names to see them on Amazon.

Top 10 Best Prime Day deals

You can see the Tech Advisor team's pick of the top ten deals available to buy from Amazon on Prime Day by scrolling through the list below.

For even more of our best picks for Prime Day, check out the list below. 

Echo

Fire TV

  • £15 off Amazon Fire TV Stick - Was £39.99, now £24.99. Available here.

Kindle

Fire Tablet

  • £20 off Fire 7 Tablet with Alexa - currently £49.99, now £29.99. Available here.
  • £40 off Fire 7 Kids Edition Tablet - currently £99.99, now £59.99. Available here.
  • £40 off Fire HD 8 Kids Edition Tablet - currently £129.99, now £89.99. Available here.

In addition to the Amazon devices and our overall top ten shown above, we're also adding even more great deals that might tickle your fancy to the list below:

Activity Trackers

PCs & Laptops

Audio

TVs

  • 30% off TVs from Sony, LG, Samsung, Toshiba and more. Available here.

Home & Lifestyle

Gaming

  • Xbox One S 1TB Bundle with Sea of Thieves, Forza Horizon 3, Minecraft Explorers Pack, Vertical Stand and a Wireless Controller for £199.99 (£120 off). Available here.

Amazon Prime Day Launches

In addition to making Prime Day longer this year, Amazon has introduced a new initiative called Prime Day Launches. These are brand new products and special-editions that are available exclusively to Prime members until mid August.

We've seen the HTC Desire 12 become available pre-order this way, as well as new Arlo Smart Home Security Light, and the first Alexa-powered game called Voice Originals When In Rome.

Amazon has revealed the TicWatch Pro smartwatch as a Prime Day Launches exclusive too, available to pre-order here.

See all of the Amazon Prime Day Launches here.

Prime Day rivals from across the web

As Amazon Prime Day grows, the company's rivals have been joining in with the fun. We've outlined some of the best sales below.

When is Amazon Prime Day?

Amazon Prime Day is today! It began at midday on 16 July, and will continue until midnight on Tuesday 17 July. That makes this the longest Amazon Prime 'Day' to date, spanning 36 hours.

It features more than one million deals globally, and Amazon has promised 40% more Spotlight deals in the UK than in 2017.

It's a week later than we had originally predicted, which we assume is to avoid a clash with the World Cup. Amazon Prime Day 2017 was on 11 July, and the years before it were within a day or two of that.

What is Amazon Prime Day?

Prime Day 2018 is fourth annual Prime Day Amazon has hosted. The first was in the summer of 2015 when Amazon was celebrating its 20th birthday, but it was such a success that it has now become a yearly deals event.

Amazon Prime Day 2018 is bigger and better than ever, with deals as huge and as plentiful as they are on Black Friday and Cyber Monday.

As mentioned, they are only available to Amazon Prime members, so  you'll need to sign up to Amazon Prime or its 30-day free trial to take advantage of the offers.

Ahead of Prime Day, Amazon sent enormous Amazon Smile boxes across the globe, including some right here in London. Amazon says that these boxes will offer exclusive entertainment experiences for Prime members and the general public.

How to get Amazon Prime

As mentioned, the catch to Prime Day is that you need to be an Amazon Prime customer in order to take advantage of the deals.

Amazon offers a 30-day free trial of Amazon Prime, and even free trial Prime members can get Amazon Prime Day deals. You can sign up to the Amazon Prime free trial here.

You can find out more about Amazon Prime and the huge number of features it offers for that £79/$119 per year fee in our complete guide to Amazon Prime.

Be sure to cancel your subscription before your free trial ends to avoid being charged, unless of course you find yourself enjoying it! Find out more about how to cancel your subscription properly here.

If you've previously had a free trial of Amazon Prime, you might be surprised to hear that you can do so again if it has been more than a year since your last trial.

Amazon Prime Day tips

Make sure your payment and shipping information is up to date now to be ready to make quick purchases on the day.

Consider turning on Amazon's 1-click purchase option.

Use the Watch this Deal button on upcoming deals you see on Amazon's website, to make sure you don't miss them.

Join the Waitlist for products that say 100% claimed, because people often change their minds and don't buy. You'll get a notification to alert you if more become available.

Choose No-Rush delivery to earn rewards.

More Amazon Prime Day deals

1. Huawei Watch 2 Sport

From: Amazon

Was: £279

Now: £149.99  (£130 off)

The Huawei Watch 2 Sport at this price is a great deal.

2. Fitbit Charge 2

From: Amazon

Was: £139.99

Now: £79.99  (£60 off)

The Charge 2 is just £79.99 at Amazon for Prime Day. Find out more in about it in our Fitbit Charge 2 review.

3. Amazon Echo Show

From: Amazon

Was: £199.99

Now: £99.99  (£100 off)

You can get a whopping £100 off the Amazon Echo Show, so grab it before it's gone! Read our review here.

4. Amazon Echo Dot

From: Amazon

Was: £49.99

Now: £29.99  (£20 off for Prime Members)

5. Neato Botvac D5 Connected Robot Vacuum

From: Amazon

Was: £599.99

Now: £448.18  (£151.81off)

This Neato robot vacuum can be controlled directly from your phone, and has over £150 off.