I’ve Scoured the Amazon Prime Day Sales—These Fashion Deals Are Unmissable

Trust me when I say you’re going to want to stop what you’re doing right now, grab a cuppa or maybe even a Pumpkin Spiced Latte (’tis officially the season, after all) and make yourself comfortable in front of your laptop, because another Amazon Prime Day sale is upon us. Okay, technically, this time around Amazon has named its two-day flash sale in October as “Amazon Prime Big Deal Days“—quite a mouthful, I know. But essentially, it’s the same thing as the classic Amazon Prime Day sales which usually happen in July, meaning incredible discounts and deals on hundreds—no, thousands (maybe millions?)—of products for its Prime members. It’s like those long-awaited Black Friday discounts have come early.

Those numbers can be overwhelming, and we know no one has time these days to sit scrolling endlessly in order to separate the wheat from the chaff. But don’t worry, because myself and my fellow Who What Wear UK editors are here over the next 48 hours to help decode the deals and bring you the discounts that are genuinely worth seeing.

Amazon is so great for expensive-looking fashion.

Below, I’m rounding up the best Amazon Big Deal Days fashion deals, from autumn essentials like boots and coats to cult brands you probably didn’t even know you could get dropped on your doorstep in mere hours by your Amazon delivery driver. We’ve also got beauty editor (and my oracle) Eleanor Vousden bringing you the only skincare, makeup and haircare (and tools) deals that really matter. Not to mention our resident Amazon expert, Florrie Alexander, to guide you on how to complete Christmas early with her roundup of incredibly chic gifts on sale. Plus, of course, we’ll all be hunting down and reporting back on the most expensive-looking designer alternatives that you’d be silly to pass up at these prices (you know, the ones TikTok goes wild for).

First things first though, you’ll want to make sure you’re signed up for an Amazon Prime account here. It’s free for 30 days so you can access all the benefits of the Big Deal Days discounts without shelling out a penny (just remember to cancel before the 30 days is up if you don’t want to pay the monthly fee going forward).

Sinead Crowe shows off her expensive-looking arm stack, including a watch and jewellery from Amazon.

Now, here at Who What Wear UK, we’re never ones to encourage over-consumption. And we certainly don’t see sales as an excuse to buy more for the sake of it. Instead, we see them as a way to make smarter choices, and to save on things that might already have been on your to-buy list—which Amazon Prime Day is always useful for. Whether it’s something practical like a new hoover because your current one has packed up; some upgraded tech like a TV or the latest AirPods at an unbelievably good price; or a new winter coat as we transition from summer into the chilly days of late autumn and winter, Amazon has you covered.

So, let’s get down to business. What are the best fashion deals you can find during Amazon’s Prime Big Deal Days sale? Well, as a seasoned shopping expert (after a decade working in this industry as a fashion editor and stylist), I can certainly let you in on the buys that made me sit up and take notice upon first scroll this morning. For starters, there’s a bunch of classic brands to look out for—like Levi’s, Calvin Klein and Adidas—that are always a good place to start, since you can be confident you’re getting a great deal on pieces you’ll wear again and again.

Amaka Hamelijnck wears UGGs, available on Amazon.

It may surprise you, but I also really rate Amazon’s own brand The Drop for good quality, designer-looking wardrobe staples, and its timeless Noa trench coat was the first thing I added to my basket this morning. If you’re after winter investments like boots and knits for less, there are so many great offers to take advantage of. I’ll personally be investing in these chunky ankle boots which are a steal, and a few of Amazon’s TikTok-viral cosy loungewear co-ords as they manage to make affordable comfort look incredibly chic.

Wary of shopping fashion on Amazon? Look out for Prime’s Try Before You Buy feature, where you can select up to six eligible items to order and try at home before paying for the pieces you decide to keep (and there are easy return options for the rest). But, if I can only impart one piece of advice today, it’s not to let this sale go by without investing in a handheld clothes steamer. It’s every fashion person’s secret to looking put-together, and you can banish that pile of ironing forever. Thank me later.