This Is What Our Editors Would Actually Buy During the October Prime Day


(Image credit: Nicole M Gomez)

Depending on the kind of shopper you are, the words "Amazon Prime Day" could cause excitement or sheer terror. We love a great deal as much as the next person, but, like Black Friday, Amazon's Prime sale (which has now been confirmed to run for a second time this year in October 2023, after the success of the July sale) have grown over the years to include literally tens of thousands of discounts. Whilst it's a great opportunity to save, especially on those big-ticket items you already had on your list, there's no doubt that scrolling through all the deals to find the best ones can be extremely time consuming.

Fret not. We know you lead busy lives and that you trust our expert judgement—after all, it is our job to sift through the sales all year round, so we can spot a genuinely good deal when we see one—and that's exactly why we're here to help today. We managed to get our eyes on Amazon's best fashion, beauty and home Prime Day deals ahead of time, and we've spent the last few days avidly trawling the pages and pages of discounts so you don't have to.

Ahead of the October Prime Day, which is rumoured to take place on the 11th and 12th of October 2023, we've wrapped up all the products we think are truly worth spending that hard-earned cash on. We've got our eyes on the seriously good beauty tools we've been wanting to try, health and wellness items for a summer reboot, home appliances (a couple of the team are in the process of moving), and bits and pieces in between. 

Sales can be stressful and often lead to regretful buys, so our main aim is to make it as easy as possible for you to make the smartest, most informed decisions this Amazon Prime Day. If you're looking to shop the chicest (yes, really) affordable fashion on Amazon, have a look at The Drop discounts—especially these designer-looking sandals that you can bag from £13. We've also got a roundup on all the best beauty deals for Prime Day according to a beauty editor. We've also got the lowdown on the best dupes on offer (who doesn't love a good Amazon dupe?), and the TikTok-viral beauty buys you can bag for a lot less this Prime Day. 

First, though, keep scrolling for our elite roundup of the best Prime Day deals across fashion, beauty, home and beyond, that our editors are taking advantage of this year. You're welcome. 

Head directly to Amazon's best deals.

Hannah Almassi, Editor in Chief


(Image credit: @hannahalmassi)

"As I have quite a sedentary job, I've been increasingly feeling like I want to get my body moving, so Prime Day could be a good opportunity for me to invest in some of the kit that I need to motivate me—a new yoga mat, a step tracker or smart watch and some fresh workout gear should do it!"

Maxine Eggenberger, Deputy Editor


(Image credit: @maxineeggenberger)

"I've recently begun renovating a house, which is significantly less fun than I thought it might be. So, while we spend the lion's share of what was my decorating budget on things like rewiring and plastering, I find myself spending more and more time on Amazon looking for deals on home accessories to elevate my (eventual) space, and tech items I can seriously save on, like a new TV. I'm also considering investing in a Kindle—I broke mine whilst travelling last year and I could use some escapism from the chaos I'm currently living in. On my must-read list is the The Summer I Turned Pretty series."

Poppy Nash, Managing Editor


(Image credit: @poppynash)

"I'm moving house over summer, so I'm using Prime Day as an excuse to purchase pieces that have long been on my wish list for my new home. I've got my eye on a new coffee machine (good coffee is a must in my household), an air fryer and even a hoover! It might not be glamorous, but that doesn't mean I'm not very excited to invest in items I know will be used daily for years to come."

Remy Farrell, Shopping Editor


(Image credit: @remyfarrell by Nicole M Gomes)

"I've been counting down to the start of summer since… well, last summer, and I'm ready to fully engage in holiday mode. I have a few trips pencilled into my calendar, but whether I start with a weekend staycation or a further flung destination, I'm going to need the right luggage to get me there. It might not be a shiny new gadget or the designer bag I'm waiting to splurge on, but a good suitcase is a wise investment, and even better to buy at a discounted price."

Emily Dawes, Affiliate Editor


(Image credit: @emilyjdawes by Nicole M Gomes)

"Believe it or not, I've actually been discovering some really chic summer clothing on Amazon recently—from linen trousers and that TikTok viral dress to these Hermès sandal dupes that have dropped into Prime Day. Other than that, I always stock up on my regular skincare buys in Prime Day, and I'm also in the market for some tech updates—it's probably about time I invested in a Ring doorbell!"

Eleanor Vousden, Beauty Editor


(Image credit: @eleanorvousden by Nicole M Gomes)

"When Prime Day rolls around, I take it as my opportunity to stock up on pharmacy skincare favourites that I'll never be without in my bathroom cabinet. Plus, there are a few devices that I've added to my wish list which I'm hoping to get a substantial discount on. It's also the time to strike if you're after your favourite shampoo and conditioner—I've seen great deals on haircare bundles on Prime Day."

Florrie Alexander, Commerce Writer


(Image credit: @florriealexander)

"This year I’ve been focusing on my health and keeping active, so for Prime Day I’m planning to snap up some fitness deals. I have my eye on a smart watch to track my workouts and my sleep, as rest is a crucial part of recovery, and a pair of wireless ear buds so I can listen to my online workouts even when my housemate is hoovering. I’m also in the market for a new pair of running trainers but have been holding off to scoop up a great deal, which I’ve now found. Finally, I’m a water bottle girly—wherever I go, I have a huge bottle to hand. This one is already mine but you can now get it for less."

Georgia Seago, Copy Editor


(Image credit: @georgeseago)

"I have psoriasis, and after lots of research, I’m about to make some changes to my diet and lifestyle in a bid to heal my skin. I’ll be taking advantage of Prime Day to stock up on all the supplements, superfood powders and bodycare products I need to set me on the right track."

Joy Ejaria, Social Media Editor


(Image credit: @joyfuljoyous1)

"My Amazon wish list has been prepped and ready for Prime Day for a while. At the top is a sturdy steamer. I'm the type of girl to leave the house with creased clothes, simply because I'm very lazy, but my fellow editors have told me that a steamer will change the game and make me look instantly put together. I'm also in need of an iPad upgrade so I'll be saving on that during Prime Day, too."

Next Up: I'm a Beauty Editor—These Are the Amazon Prime Day Beauty Deals I'm Shopping

Emily Dawes
Affiliate Editor

Emily Dawes is the very definition of a fashion multi hyphenate. An editor, stylist and writer with over eleven years’ worth of experience in the industry, Emily is known for her impeccable taste, elegant outfit choices and being able to spot the next big thing in fashion from a mile off. Our readers loyally trust her advice and shopping suggestions; so much so she began her own column documenting the most expensive-looking pieces on the high street, which has become a top-performing piece of content for the Who What Wear brand.

Emily has worked for Who What Wear UK since 2020 in a myriad as roles, spanning from contributing editor and branded content editor. Now, she holds the position of affiliate editor and is responsible for the brand’s overall affiliate strategy, ideation and content execution. Working closely with Who What Wear UK’s affiliate manager, Emily has been instrumental in securing and nourishing brand partnerships, surpassing her goals as standard. Leading the team in tentpole shopping moments including Black Friday and Peak Trading, with Emily’s guidance and leadership, team Who What Wear is in a stronger affiliate position than ever before.

Prior to joining the Who What Wear team, Emily served as YOU Magazine’s acting fashion editor where she managed the fashion team and oversaw all fashion content output for the fast-paced weekly title. Emily is a stylist in her own right, having worked with a slew of VIP clients including writer and television personality, Elizabeth Day, as well as styling and art directing several celebrity cover shoots for glossy print publication, Grazia. Her adept fashion knowledge means brands regularly sought out to work with her as a consultant: previously she has developed marketing and content plans for brands for Cocoon and Edge of Ember. Before entering the industry, Emily obtained a Bachelor of Arts in English and American Studies with International Study from Nottingham University. Fun fact: Emily spent a year studying in America which saw her join a sorority during her time there.

When she’s not working or tracking down the chicest, new-in items to share with our audience, you’ll find Emily bestowing her East London home with her stylish flair, reading everything from the classics to cowboy romance novels and escaping to the country with husband, baby boy and dog, Roo, whenever she can.

Emily is currently on maternity leave.