Many Apple shoppers looking to upgrade their setup will know that you'll never find a discount on the Apple Online Store. However, if you browse Amazon, you will find many Apple products and accessories on offer, sometimes with big reductions. But should you buy from Amazon, and are the products genuine?
Authorised Reseller
Amazon is an Apple Authorised Reseller, meaning it is authorised to sell Apple's products directly to consumers.
Amazon is among a range of authorised resellers, including John Lewis and Currys in the UK, or Best Buy in North America.
These retailers will often buy Apple products in bulk at a lower price, allowing them to offer discounts and price cuts off the recommended retail price. Amazon is particularly aggressive at this, often offering the lowest price compared to other retailers and the Apple Store.
The Difference With Amazon
What sets Amazon apart from other retailers is that the company also operates a marketplace where third-party businesses and individuals can sell products alongside Amazon's own stock.
This means that when you place an order on Amazon, you might not be purchasing the item from Amazon themselves. This also applies to the Apple Store on Amazon, which combines both Apple products and accessories sold by Amazon and third parties.
So, how can you tell who's selling an iPhone 18 Pro for £100 off on Amazon?
How to Check the Seller
On the product page, Amazon tells you who the seller is under the 'Buy Now' button.
The image below shows an iPhone 18 Pro being sold by Amazon themselves. This is a genuine product that the company is selling as an Apple Authorised Reseller.
You can therefore have confidence that the product is genuine and, when the listing states that it is new, that you're purchasing a brand-new product.
However, the example below shows an Apple iPhone 16 Pro Clear Case listed on the same Apple Store on Amazon as the iPhone 18 Pro. This particular listing is not sold by Amazon or an Apple Authorised Reseller. Instead, it is being offered by a third-party Marketplace seller, so you shouldn't assume that the product is genuine simply because it appears within Amazon's Apple Store.
Once Amazon's own stock becomes unavailable, third-party sellers can appear on the same product page. Amazon may even show a banner indicating that you purchased the product previously, despite the current offer being from a different seller.
To summarise, not everything on the Amazon Apple Store is sold directly from Amazon. You will always need to confirm who the seller is on each individual product page. The seller can also change if you update your configuration, such as change the colour, size or storage.
My Experience With the Amazon Apple Store
I have bought many Apple products and accessories from Amazon, with significant discounts and no issues.
- MacBook Air (M4): £200 discount
- iPad mini (A17 Pro): £38 discount
- Apple iPhone 16 Pro Clear Case: £42 discount
- Magic Trackpad: £20 discount
- AirTag (2nd generation): £6 discount
These purchases all came directly from Amazon themselves and are genuine products. The benefit of purchasing from Amazon over other retailers and the Apple Store was the discounts, and convenience of Amazon Prime's next-day delivery.
I have also purchased an accessory from a third-party Marketplace seller, Accessory Warehouse EU. The AirTag Loop looked and felt genuine, although I cannot independently confirm its authenticity as it was only a small accessory.
Older Stock
One thing I have noticed when buying Apple products from Amazon is that the stock can sometimes be older than what you would receive directly from Apple.
For example, a family member's MacBook Air (M4) purchased from the Apple Store in July 2025 was manufactured in June 2025. My MacBook Air (M4), purchased from Amazon in August 2025, was manufactured in May 2025.
That means my MacBook Air was technically manufactured a month earlier, despite being purchased from Amazon a month later.
This doesn't mean the Amazon MacBook was used or refurbished, it was still a brand-new product. It simply appears that Amazon was selling stock that had been manufactured earlier.
What About Negative Reviews?
When shopping on Amazon for Apple products, you may come across various reviews that the product was fake, alongside an image that appears to support that claim.
One reason for this is that Amazon can combine offers from multiple sellers on the same product page. The genuine Apple product sold by Amazon and an offer from a third-party Marketplace seller can therefore appear on the same listing.
This means the reviews on a product page don't necessarily tell you which seller supplied the particular product being reviewed. A customer who received a counterfeit or incorrectly described product from a third-party seller may leave a negative review on the same product page where Amazon is also selling genuine Apple products.
The reviews belong to the product listing, but you need to check the seller of the specific offer you're buying.
The image above is from the same listing I purchased my Magic Trackpad from. My Magic Trackpad was sold by Amazon and was genuine.
So, should you buy Apple products from Amazon?
Yes, but always check who the seller is.
Amazon is an Apple Authorised Reseller, meaning you can buy genuine Apple products often at a lower price than the Apple Store, with the convenience of Amazon Prime and their customer support services.
However, some listings can be confusing when third-party sellers are mixed with Amazon's own offerings. Don't assume every offer, configuration or review relates to a product sold by Amazon itself.
