Amazon gears up for "epic" Prime Day 2021 including deals from 300,000 small sellers

Preparations for Amazon Prime Day 2021 are in full swing with the etailer promising two days of “epic savings” and more than a million global deals from its small and medium-sized business selling partners.

Set to be held on 21 and 22 June, the annual event will include key deals across fashion and beauty, along with other categories such as home, toys, tech and entertainment.

A number deals have also been launched early to help drive excitement in the run up to the event, including a new Amazon Fashion offer which enables customers to shop product edits from influencers with 20% off and visit Instagram to discover latest Prime Day deals from an array of fashion and beauty brands.

Amazon’s ‘try before you buy’ fashion service Prime Wardrobe is also offering shoppers £15 off when they keep £100 worth of items from their first Prime Wardrobe order.

Promotions on a range of beauty items have also been launched, including 17% off selected Molton Brown products and up to 25% off selected Elemis products.

Amazon is also backing its small business selling partners with a new curated storefront.

It has also doubled the number of small business sellers eligible for its 'Spend £10 Get £10 promotion, which offers Prime members a £10 credit to spend on Prime Day when they spend £10 on small business products in Amazon’s store from between 7 and 20 June.

More than 300,000 small business sellers globally will be eligible for the promotion this year, “giving customers more opportunities to support small,” Amazon said.

Customers with Amazon’s Alexa Echo device will also be able to shop the offer by saying “Alexa, shop small business” to discover products eligible for the promotion.

Amazon UK country manager John Boumphrey said: “This Prime Day, we’re offering Prime members millions of deals from great brands which we know our customers love.

“We’re also continuing our support for the small businesses selling on Amazon by running our ‘spend £10 get £10 offer’, which will help thousands of smaller companies in the run up to Prime Day.

“As a Prime Day first, we’re also delighted to be increasing our donations to charity when customers shop through AmazonSmile, so there is plenty for everyone this year.”