Amazon Prime Day is almost here, and as TechRadar’s camera editor, that means one thing: locking my credit card in a safe to protect it from a deluge of impulse purchases I’ll be tempted to make. when the event kicks off on July 12.

Prime Day deals are hard to resist at the best of times. But when your job is to browse Amazon’s vast shelves throughout the shopping event, it’s hard not to act when your eye catches the twinkle of a real bargain.

If history is any guide, there will indeed be bargains. Worryingly, there will also likely be deep discounts or Lightning deals on lenses, camera bags, and SD cards. All of which means I’m going to give this credit card a good rest this weekend to get it ready for the week ahead.

But what Prime Day camera deals will I be looking for? I may not be in the market for multiple cameras, but there are a few models that I think are favorites for discounts. If any of those below reach their lowest ever price during the event, I expect my brain’s financial planning department to be given an unexpected day off.

Prime Day is also traditionally a good time to shop for camera accessories – so the list below includes a few to keep an eye out for as well. Last year we saw discounts on more expensive full-frame cameras like the Nikon Z6 and Panasonic Lumix S5. But given that we’re going through tough financial times, I’ve focused on more affordable cameras and accessories in the list below – that’s where I think the best value might be…


Fujifilm Instax Mini 40

  • Recent Price: $99 / £89
  • Record price: $89 / £79

The Fujifilm Instax Mini 40 on a blue background

(Image credit: Fujifilm)

An instant camera is the perfect Prime Day purchase — not too expensive and different enough from your existing camera or phone to justify the impulse buy. The Fujifilm Instax Mini 11 may top our guide to the best instant cameras, but it’s the one I have my eye on.

Why? First up is the Fujifilm Instax Mini 40, the coolest instant camera on the market outside of the incredibly cute Polaroid Go. Plus, it’s been around long enough (just over a year) for it to be in Prime Day discount territory. Hopefully it falls under that record price of $89 / £79 – if not, I’ll settle for a discount on the new Instax Link Wide printer instead.


DJI Pocket 2

  • Recent Price: $349 / £339
  • Record price: $329 / £283

The DJI Pocket 2 camera on a blue background

(Image credit: DJI)

The Pocket 2 reminds me of a prosperous era when cameras were bolder and more eccentric – and thankfully it’s pretty good at what it does too. Key to its charm is its tiny 3-axis gimbal, which tracks you while you talk, and also pulls off some pretty impressive camera movements.

This makes it a much better tool than my iPhone for video, without taking up the much-competed space of my camera bag. On Black Friday last year, it dropped below £299 in the UK – if it does something similar (or better) during Prime Day, I might just be tempted.


GoPro Hero 8 Black

  • Recent Price: $299 / £279
  • Record price: $279 / £249

The GoPro Hero 8 Black action camera on a blue background

(Image credit: GoPro)

Prime Day and GoPro deals go together like mango and hot sauce (try it), so I expect there will be some zingers again this time around. Last year, the best GoPro deal in the US and UK was a Hero 8 Black Bundle (including a tripod, head strap, 32GB microSD card and two batteries) for just $279/249 £.

With the Hero 10 Black at the top of the GoPro range, I think the Hero 8 Black now offers the best value for money – for a supposedly entry-level model it offers a lot, including video recording 4K/60p, excellent stabilization, built-in mounting and compatibility with GoPro Mod accessories. If you need a double for your smartphone camera, another deep Prime Day discount would make the Hero 8 Black a good buy.


Ricoh GR IIIx

  • Recent Price: $997 / £882
  • Record price: $997 / £847

Ricoh GR IIIx urban edition camera on blue background

(Image credit: Ricoh)

If you want a powerful compact camera for street photography, there are currently two excellent options: the Fujifilm X100V and the Ricoh GR III. Stock for the X100V is currently hard to come by and a recent opinion piece by TechRadar contributor Tim Coleman (which you should definitely read) convinced me that I needed Ricoh’s cult classic in my life at some point. .

I’ll be looking for discounts on the GR IIIx version, as its 40mm lens is more my type of focal length than the 28mm you get on the standard GR III. But the latter is perhaps more likely to be overlooked, given his age. Either way, a price drop could make it a tempting purchase for those who want pro-level power, beating smartphones in their pocket.


Nikon Z fc

  • Recent Price: $957 / £879
  • Record price: $957 / £800

Nikon Zfc camera on blue background

(Image credit: Nikon)

If you like your cameras to be as charming as they are powerful, then the Nikon Zfc might just be your ideal mirrorless camera. It’s a real beauty, looking like the 30-year-old Nikon FM2 your grandfather used to use on vacation, but with a large 20.9MP APS-C sensor and compatibility with Nikon’s excellent Z-mount lenses.

Given that it launched almost exactly a year ago, the Nikon Zfc is an outside bet for a Prime Day discount. But it’s such a desirable camera that even a small price drop could be worth taking.


DJI Mini 2

  • Recent Price: $957 / £879
  • Record price: $957 / £800

The DJI Mini 2 drone on a blue background

(Image credit: DJI)

Yes, the new DJI Mini 3 Pro is dangerously tempting, but it’s also very expensive for a compact flying camera. Plus, until this drone flew into my peripheral vision, I was perfectly happy dreaming of the DJI Mini 2 – an equally small drone that’s surely about to fly into some serious trading territory.

In theory, the stars are lining up for a big Prime Day discount on the Mini 2. It’s now 18 months old, recently replaced by a new model, and has already shown a propensity for price cuts this year. My money’s on a discount on the Fly More Combo Pack, which includes accessories like spare batteries. But given that our advice is usually to buy DJI drones with these more expensive bundles, that certainly wouldn’t be a bad thing.


Lexar Professional 2000x

  • Recent Price (64GB Version): $80 / £80
  • Record price: $59 / £54 (lightning deal)

Lexar 2000x SD card on blue background

(Image credit: Lexar)

Not everyone can afford to buy a new camera during Prime Day, especially in these tough financial times. But one thing all photographers and content creators should be looking out for are memory card discounts, which are something of a tradition for Amazon shopping events.

You can use our guide to the best SD cards to formulate a battle plan, but my current favorite is the Lexar Professional 2000x. Its 260MB/s write speeds are fast enough for burst shooting sessions and 4K video, and I’ve found them reliable in the field – whether the 64GB version gets a generous price cut or a Lightning Deal, I’ll crack like caramel popcorn.

First Amazon Prime Day deals

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