During last year's Prime Day, it is estimated that shoppers spent over 3.3 billion2 over 36 hours, or more than 1.5 million every minute - surpassing Black Friday and Cyber Monday to become Amazon's biggest sale event. With even more time to shop this year, could consumers spend even more? The online retailer doesn't release data about how many Prime subscribers it has, but recent estimates put the number at 15 million for the UK 3and 101 million for the US4.

Last year, savvy shoppers in 17 countries purchased more than 100 million products. The top three most popular items bought during the sale in the UK last year were the Bosch Cordless Drill, Philips Hue Personal Wireless Lighting Light strip and Finish Dishwasher Tablets. Globally the Fire TV Stick, Echo Show and Echo Spot were the biggest sellers5.

Commenting on the Prime Day phenomenon, Aashna Shroff, personal finance expert at money.co.uk, said:

"Prime Day has quickly become a fixture in the UK retail calendar and every year it seems to get bigger. I wouldn't be surprised if other retailers start trying to get in on the action, in the same way that they have started to do in the US, so that it becomes an industry-wide event much like Black Friday has done.

"The good news is that people who aren't Prime subscribers can also get in on the action by signing up for the free trial.

"Obviously, Prime Day is a great opportunity to grab a bargain, but even so, you should always shop around first. It pays to know how much that item you covet has been retailing for at different outlets in recent weeks. That way, you'll know for sure that the discount you're getting is a genuinely good deal.

"It's also a good idea to check a product's reviews - especially if it's a brand or model you don't know well. And don't forget to check shipping costs, because not all of the deals offered will be covered by free Prime shipping, so make sure you're not stung by any unexpected charges."

money.co.uk has published a guide to help consumers get the most out of Prime Day, including advice on how to sign up for a free 30-day Prime trial.

Notes to Editors:
1. For new subscribers only. Conditions apply.
2. According to estimates from Wedbush Securities Inc analyst Michael Patcher.
3. Figures from market research company Mintel revealed that 39% of people in Britain now use Amazon Prime. Just over a quarter (26% - around 15 million people) are members themselves, while a further 13% share access through someone else's account.
4. As of December 31, 2018, the CIRP estimates that in the US, 62% of Amazon customers are Prime members. Based on this estimate, CIRP estimates that in the US, Amazon Prime has 101 million members.
5. 2018 Amazon Prime Day results