I’m a Shopping Expert—These Amazon Prime Day Fashion Deals Will Sell Out First

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 the season) and make yourself comfortable in front of your laptop, because another Amazon Prime Day sale is upon us! Okay, technically this time around Amazon have named their two day flash sale “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, shall we say, chaff? But don’t worry—myself and my fellow Who What Wear 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 Prime Day 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. But 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 round-up 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 thing’s 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 shows off her expensive-looking arm stack—including watch and jewellery from Amazon.

Now, here at Who What Wear 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—something Amazon Prime Day is always useful for. Whether it’s something practical like a new hoover after your current one packed up; some upgraded tech like a TV or the latest AirPods for an unbelievably good price; or a new winter coat as we transition from summer into the chilly days of late autumn and winter.

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 on 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.

It may surprise you, but I also really rate Amazon’s own brand The Drop for good quality, designer-looking wardrobe staples, and their timeless Noa trench coat was the first thing I added to my basket this morning. If you’re after winter investments for less, like boots and knits, there’s so many great offers to take advantage of. I will personally will 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 keep (and there’s easy returns 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.