Prime Day 2026: which Amazon country has the biggest discounts?
Prime Day 2026 runs from June 23 to 26, and for once the useful question isn't "what's on sale?" — everyone sees the same deals. The question that actually changes your bill is: which European Amazon is this product genuinely cheapest on right now? Because all nine marketplaces — France, Germany, Italy, Spain, the UK, Belgium, Sweden, Ireland and the Netherlands — take part in Prime Day at the same time, but each applies its own discount.
The result: across those four days, the same item can show 25% off in Germany and 12% off in the UK at the very same second. This guide explains why, which categories show the widest gaps, and how to spot them without changing how you shop.
Why the Prime Day discount differs from country to country
Amazon doesn't run one European market — it runs nine national stores, each with its own pricing policy. Four forces drive the gaps, and Prime Day amplifies them:
- VAT isn't harmonised — 19% in Germany, 20% in France, 22% in Italy, 25% in Sweden. The displayed price includes it, so an identical cost becomes a different shelf price.
- Pricing is dynamic and local — each marketplace reacts to local demand, national competitors and the stock of its own logistics network. During Prime Day these adjustments speed up: a lightning deal in Italy may never appear in the UK.
- Stock volumes differ — a German warehouse that's overstocked slashes prices to clear it; tight stock in Spain pushes them back up.
- Currency and Brexit — Amazon.co.uk prices in pounds, and for EU buyers the UK price adds import VAT at checkout. The UK gap mostly pays off on expensive items.
We break these mechanisms down in our guide on why Amazon prices vary across Europe.
The categories where the country gap is widest
Not all categories are equal. Based on the prices we track continuously, here are the patterns outside the event — a good starting point for where to look first on June 23:
| Category | Often cheapest in | Typical gap on sale |
|---|---|---|
| Premium electronics (laptops, TVs, cameras) | Germany, UK | 15–28% |
| Small appliances (Dyson, Ninja, Tefal) | Italy, Germany | 12–22% |
| Premium beauty & skincare | Italy, Spain | 10–18% |
| Games & consoles | Spain, Germany | 8–15% |
| Home & kitchen | Italy, Spain | 10–20% |
A word of caution: these are averages. During Prime Day the order can flip from hour to hour as lightning deals land — which is exactly why you should check live rather than rely on a habit. The most up-to-date price map, category by category, is on our cheapest Amazon country page.
How to find the cheapest country in seconds
No need to open nine tabs. On Zonscope, paste an Amazon product link (or type its name) and you instantly see its price across all nine European marketplaces, shipping included, with the cheapest country highlighted. During the event, our live Prime Day page surfaces the biggest cross-country price gaps in real time, and the biggest price drops right now update continuously.
What about customs fees?
Within the European Union there are no customs fees and VAT is already included in the displayed price. Your usual Amazon account works on every European Amazon — no new account, no foreign address needed to compare. Only the UK adds import VAT, calculated at checkout.
Your Prime Day 2026 checklist
- Before the 23rd: pick the 2–3 products you actually want and note their current home price.
- On the day: before buying, compare the same product across all nine countries — your local "Prime Day deal" isn't always the best in Europe.
- Favour the EU to avoid any customs fees; save UK purchases for expensive items where the gap absorbs import VAT.
- Check live: over those four days a price can move within hours.
Frequently asked questions
When is Prime Day 2026?
June 23–26, 2026. All nine marketplaces we compare (France, Germany, Italy, Spain, United Kingdom, Belgium, Netherlands, Sweden, Ireland) take part at the same time.
Is Prime Day really cheaper in another country?
Often, yes. Discounts differ between countries: the same product can be noticeably cheaper on Amazon.de or Amazon.it than at home. Because your account works everywhere in the EU, with no customs and VAT included, the saving is direct.
Do I need a Prime membership?
The best Prime Day deals are reserved for Prime members, but the membership works across every European Amazon: the same account unlocks each country's promotions.
Ready to compare? During Prime Day, keep the Zonscope Prime Day page open and buy where it's genuinely cheapest.
François
Founder of Zonscope
François built Zonscope after realising the same product could cost €80 less on another European Amazon store. He writes about price arbitrage across Europe's Amazon marketplaces and how to buy at the best price, shipping included.
Ready to see how much you can save?
Paste an Amazon link or type a product name to compare prices across Europe.