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Amazon Prime Day 2021 is underway with more deals and small seller support than ever

Gaelle Walker
22 June 2021

Amazon’s Prime Day 2021 is well underway with more than two million deals across fashion, beauty, home and electronics and an enhanced focus on supporting its small business sellers.

This year’s event, which kicked off yesterday and runs until midnight tonight (22 June) is the biggest in Prime Day’s seven year history, involving 20 countries worldwide.

In the UK, top Fashion deals include up to 40% on select active and lounge styles from Shopbop, including Honeydew Intimates, Splits59, and Beyond Yoga.

A further 20% off is being offered on select styles from The Drop and 40% off on select C9 Champion apparel.

Key savings are also on offer across men’s and women’s fashion from Amazon brands.

A raft of promotions and ‘Lightning Deals’ are also being offered across Beauty and Wellness, with significant savings on makeup from brands including Revlon, Maybelline and Rimmel, as well as tools from Revlon, Hot Tools and Brau - including 59% off the Braun IPL Silk Expert Pro 5 PL5137.

Shoppers of Amazon’s Handmade category can also take advantage of up to 20% off select Handmade jewellery and beauty including Spa Day Gift Sets from Lizush.

This year’s two day event also shines the spotlight on Amazon’s small business sellers, many of whom are being featured on its livestreaming platform Amazon Live via a new Small Business Showcase.

Shoppers can watch the livestream at, ask the business owners questions, learn more about their products and backstories, and shop their Prime Day deals.

A vast array of livestreams from influencers highlighting key fashion and beauty deals are also on offer.

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