Sam Ryder & Jill Scott help Amazon kick off its biggest ever Prime Day

This year Prime day is the biggest ever - with four days of sales.

Amazon’s biggest ever Prime Day is here and this year it’s better than before - coming with live music, football challenges and even an Oasis-inspired photo op - thanks to a star-studded immersive experience in London.

Chart-topping singer and Eurovision hero Sam Ryder joined Lionesses legend Jill Scott today at the launch of Prime in a Box, a free pop-up celebrating the best of Amazon Prime.

The four-day Prime Day event is set to run through to Friday 11 July, giving members double the time to snap up epic deals across top brands including Bose, Dyson, Lego, Shark, GHD and more.

And to mark the shopping frenzy in style, visitors to the London pop-up can enjoy everything from live performances and beauty makeovers to gaming challenges, film screenings to the opportunity to test your football skills with the Lioness legend Jill Scott.

Sam kicked things off this morning with a surprise set on the Amazon Music stage, telling fans “Stoked to be getting Prime Day started and keeping the energy going with some surprise live sets throughout the day!”

Meanwhile Jill put her football skills to the test against visitors, saying "It's brilliant to see Amazon shining a light on women’s football in such a fun and creative way."

"From the pitch to Prime Day, it’s all about inspiring the next generation and making the game more accessible."

What can you expect at Prime in a box?

• Live sets from Sam Ryder on the Amazon Music stage.

• UEFA Shootout with Jill Scott, with prizes up for grabs.

• An Amazon Beauty spa offering Prime Day deals on skincare and haircare.

• A mini-cinema screening original Prime Video hits.

• A gaming arcade and claw machines for fresh surprises.

• A Reading Nook bringing books to life.

• A photo moment recreating the iconic (What’s the Story) Morning Glory? Oasis album cover - part of Amazon’s new Oasis fan store.

John Boumphrey, Amazon UK’s Country Manager, said “This year’s Prime Day is bigger and better than ever. There’s never been a better time to be a Prime member and our pop-up brings all the benefits of Prime to life in a fun, interactive way.”

Prime Day runs until Friday 11 July, and you can visit Prime in a Box for free in central London to join the celebrations.

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