Prime Day in Australia: will there be more camera deals in 2026 on Amazon

The main Prime Day event this July kicked off at midnight Eastern time on Tuesday, July 7, 2026, pretty much matching what happened last year. It was once again be a 7-day marathon that end at 11:59pm AEST on Monday, July 13.

This was the second time we saw a weeklong Prime Day sale in July, which begs the question: shouldn't we just start calling it Prime Week now?

While it's fair to say there is just the one main Prime Day sale that's typically held in July, a second sale called Prime Big Deal Days has been hosted in Australia in October the last few years.

In 2025, Prime Big Deals Days in Australia was from October 7 to October 13 — a full 7-day sale. We're expecting the same to happen in 2026 as well, but we don't yet have official dates. If Amazon follows what it's done the last few years, we can expect the sale to begin on Tuesday, October 6 and end on Monday, October 12.

However, the July Prime Day sale in other major markets was in June this year (Australia was exempt because it coincided with our EOFY sales), so take those October dates with a massive pinch of salt. I'll be sure to update this page with concrete information as soon as I know more.

Despite the name, most of the deals offered during Amazon Prime Day are open to everyone, but if you really want to make the most of it and maximise your savings, it's best to be a Prime member. There are several offers that are only available to subscribers, so signing up means you won't miss out on the really juicy bargains.

However, you don't need to shell out for a monthly membership in order to make the most of the sales festivities. Instead, why not sign up for a 30-day free trial closer to the sale in order to take advantage of the discounts – and then simply cancel the membership when Prime Day is over.

If you do sign up now, you'll also be able to take advantage of the other free perks that come with a Prime subscription, namely full access to Prime Video, Prime Reading (a 'lite' version of Kindle Unlimited) and Prime Gaming (another version of Twitch). Plus, of course, the free-and-fast shipping promise is there for all eligible products.

Amazon AU has a limited catalogue of branded cameras and lenses, but if you're after Canon, Nikon, Fujifilm, OM System, Sony or Panasonic options, you might get lucky.

This year, we're already seeing good discounts on recent cameras like the Nikon Z6 III, but keep your eye out for offers on the Canon EOS R6 Mark II and the EOS R5 Mark II. The Nikon Z8 is slowly getting cheaper, while a discount on the Nikon Z5 II would make it arguably the best-value option for some photographers. There'll be a few vlogging cameras and action cameras, but some of the highlights could be instant cameras that also make thoughtful gifts.

In terms of lenses, you'll be able to find a few Canon and Nikon first-party lenses discounted on Amazon, but few third-party lenses as the likes of Sigma, Tamron and other third-party manufacturers are few and far between on the retail giant's site.

There are usually plenty of third-party accessories to choose from, from known brands like Neewer and KEF, but also no-name companies that will vie for your attention. You just need to ensure you're making the best purchase possible, so stick with me while I guide you through the murky depths of Amazon's Prime Day deals.

A monthly subscription to Amazon Prime in Australia costs AU$9.99 p/m, but you can save a little if you pay annually, which is AU$79. That's essentially a 10-month fee for the full 12 months. However, if you aren't going to be a regular Amazon shopper, perhaps the annual fee may not be the best option for you.

Note that this fee (monthly or annual) gets you free access to Prime Video, Prime Reading, Prime Gaming and Prime Music. For Prime Video, though, it's the ad-supported tier and if you aren't keen on ads, it will cost you an additional AU$2.99 to get rid of those. There is no annual package for the no-ads Prime Video subscription.