Amazon’s Prime sale, branded Prime Big Deal Days, started on October 6 and is set to end on October 7, 2026, according to Macworld. The retailer is already advertising noticeable price cuts on the newly released Apple Watch Series 12 and the Apple Watch SE 3, while the previous generation Series 11 and Ultra 3 are seeing even steeper reductions.
Apple introduced the Series 12 and Ultra 4 in September, leaving the SE 3 as the lower‑cost option in the current lineup. Retailers are clearing remaining stock of the Series 11 and Ultra 3, which Macworld says could make those older models a better value if the discount is large enough.
The publication said it will track prices in the United States and the United Kingdom, compare them with Apple’s regular prices and the lowest levels seen before, and flag any point where an older watch becomes a smarter buy than the latest model. For more coverage, Macworld points readers to its roundup of the best Apple Prime Day deals and its main Prime Day page.
Regarding the Series 12, Macworld calls it the model it would recommend to most buyers. It starts at $399 in the US and £369 in the UK. The watch adds Apple’s new Health Sensing System, provides more frequent heart‑rate and heart‑rate variability measurements, includes a Readiness score and features a tougher display. Battery life remains rated at 24 hours.
Because the Series 12 only became available in September, any meaningful discount during Prime Day is worth noting. However, Macworld cautions that shoppers should not automatically assume it is the best deal. Leftover Series 11 stock could be considerably cheaper, and that older watch carries the same quoted 24‑hour battery life.
The first significant discount Macworld observed for the Series 12 in the United States is a $50 reduction, bringing the price to $349. The publication links directly to the Amazon listing for the 42 mm version at that price.
In the United Kingdom, none of the new Apple Watch models are discounted yet, according to Macworld. Deals are available on the older Series 11 and Ultra 3 watches instead.
Turning to the Ultra 4, Macworld describes it as Apple’s most capable watch, with a starting price of $799 in the US and £749 in the UK. Its biggest upgrade over the Ultra 3 is battery life, which rises from 42 hours to up to 50 hours of normal use. The Ultra 4 also gains the new Health Sensing System while keeping satellite communication, precision dual‑frequency GPS, diving functions and its rugged 49 mm titanium chassis.
A substantial discount on the Ultra 4 would be notable so soon after launch, but Macworld advises comparing any Ultra 4 offer with the price of the outgoing Ultra 3. The older model still provides satellite communication and precision GPS, and could prove the better value if the discount is deep enough and the user does not need the extra battery life or the newer health sensing.
In the United States, the Ultra 4 has been seen for $20 off in late September and is back to that level during Prime Day. In the United Kingdom, the new models remain at full price, but the Ultra 3 is listed at £549, which Macworld notes is £200 less than the Ultra 4.
The SE 3, introduced in 2025, stays in the lineup as the least expensive Apple Watch. It starts at $249 in the US and £219 in the UK, offers an always‑on display, the S10 chip, temperature sensing and fast charging, but lacks ECG, blood‑oxygen monitoring and the new Health Sensing System. Macworld points out that the SE 3 has previously fallen to $199 during major sales, making that the price to watch for during this Prime Day.
The publication reports that Amazon has dropped the SE 3 to $199 in the United States, matching its usual sale price. In the United Kingdom, Apple has reduced the SE 3 by £20 for the Prime period.
The Ultra 3, although replaced by the Ultra 4, remains worth considering at a substantial discount. It retains satellite communication, dual‑frequency GPS and most of the features that make the Ultra line appealing, while its battery life is rated at 42 hours rather than the 50 hours promised for the Ultra 4 and it does not include the newer Health Sensing System.
In the United States, Macworld says only used Ultra 3 models are currently visible. In the United Kingdom, the Ultra 3 is available for £180 less than the Ultra 4.
Finally, the Series 11, now superseded by the Series 12, is likely to be heavily discounted as remaining stock is cleared. Macworld suggests it could be an excellent Prime Day purchase if the price gap is large enough, noting that buyers would give up the Series 12’s new Health Sensing System and newer Audio Intelligence features but would retain the same quoted 24‑hour battery life.
In the United States, only used Series 11 units are seen at present. In the United Kingdom, a 42 mm Series 11 can be had for £259, which is £110 less than the Series 12.
Macworld’s buying advice, based on recent reviews and pricing trends, starts with US prices and directs UK readers to a separate section for local deals, highlighting in bold where the current price matches the lowest observed.
The publication concludes that choosing the right Apple Watch depends on individual needs: a rugged outdoor companion, a feature‑rich flagship or a budget‑friendly entry point. Its top recommendation for this Prime Day is the Apple Watch Series 12, suited for those who want the latest health features without the size and expense of the Ultra line. The Ultra 4 is advised for users who require 50‑hour battery life, satellite connectivity, precision GPS, diving support or extended workout tracking. The SE 3 is presented as the cheapest current option that delivers core smartwatch, fitness and safety functions, while omitting Apple’s more advanced health sensors.
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