Amazon has already launched early Prime Day deals including discounts on its security hardware and services like Audible. Plus, in an effort to support small businesses, Amazon will offer Prime shoppers who spend £10 on small businesses a £10 voucher to spend on Prime Day. The offer begins now and ends on 12 October.

The e-commerce giant officially announced the dates today after months of speculation from the public. Prime typically takes place mid-July but was delayed this year due to severe disruptions caused by the coronavirus pandemic on Amazon's delivery and warehousing logistics.

The mid-October date may not come as a huge surprise for many, however. Rumours of a 13 October start date bounced around various news and media sites since last week, though remained unconfirmed by Amazon.

So what exactly does this announcement mean for shoppers?

Anyone looking to start holiday shopping can assume the event will effectively kick off the entire Black Friday 2020 season. and the deals won't stop after Prime Day, as other retailers will also vie for customer attention.

It's also unlikely Amazon will reduce prices further in November for Black Friday, as that would dilute Prime Day's reigning reputation as Amazon's top deals event.

Amazon Echo Dot 4

It's also a good opportunity to potentially pick up discounts on Amazon's new hardware, like the completely redesigned spherical Echo Dot 4, which remains Amazon's cheapest Alexa-powered speaker at £49.99/$49.99.

For everything there is to know about Prime Day see our full in-depth coverage. If you're not a Prime member, be sure to sign up for the free 30-day trial to make the most of its offers.

You can also catch the best Apple deals on Prime Day on our sister-site Macworld UK.