Some deals, known as "spotlight deals" started at midday on Monday and will run until midnight July 17.
There will be thousands of "lightning deals" too on stock that's in limited supply, so they'll only be on sale for a few hours.
We've done the hard work so you don't have to, and sifted through the bargains on toys to see if they are as good as they sound.
There are a handful of the best deals we could find, where the prices are as low as they've ever been on Amazon.
The prices are correct at the time of publishing and stock availability and prices may change throughout the day.
Nerf N-Strike Elite Double Breach Blaster Toy
£12.89 (Was: £19.99) -
Hatchimals Fabula Forest Tigrette Toy
£41.99 (Was: £64.99) -
LEGO Friends Heartlake Summer Pool Party Set
£26.95 (Was: £38.49) -
Thomas & Friends Twisting Tornado Set
£10.48 (Was: £19.99) -
Enchantimals Playhouse Panda Set
£15.30 (Was: £18) -
How do I get access to Amazon Prime Day if i'm not a member?
Amazon Prime membership costs £79 a year but non-members can sign up for a 30-day free trial and avoid paying the fee.
You must remember to cancel within 30 days, otherwise you’ll be charged.
Before you buy anything use price history tracking tool CamelCamelCamel to see if the price is really a bargain.
It will show you the average price and whether the price has ever been lower in the past.
How to make sure you get the best deals on Amazon Prime Day
ALTHOUGH some of the deals might look great, it's important to know whether they're actually any good before parting with your cash. Here are a few things you can do to make sure you're not going to be ripped-off
Check to check the product's price history to see if you really are getting a good deal, or whether you could get a better one later if you held out. You can also set up price alerts to let you know when the cost drops.
Use to check whether the item is genuine or not. The site scans the reviews to see if they're "reliable" or not so you can decide whther you trust the seller.
Sign up to the 30 day Amazon Prime trial to take advantage of the Lightning Deals and free delivery. But remember to cancel the subscription before the trial is up or you'll be charged the full £79.
Put the items you want in your basket ahead of Prime day so that when the deals drop on July 16, all you'll have to do is pay.
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