Last night, hosted ‘Prime Day Live’ - a star-studded livestreamed event presented by Amazon Music featuring UK artists Tom Grennan, Mimi Webb and Shaybo ahead of Prime Day on 21st and 22nd June. Each artist took to the iconic Roundhouse stage in London’s Camden to perform to an intimate audience made up of key workers from AmazonSmile-registered mental health charities YoungMinds, Together for Mental Wellbeing and Making Me, all three of which can benefit from AmazonSmile doubling donations this Prime Day, at no extra cost to charities or customers. Broadcaster and DJ, Marvin Humes and performing artist and Twitch creator, Talia Mar co-hosted proceedings. The show is now available to stream via Twitch at

Amazon Music

Amazon Music

Tom Grennan, treated guests and viewers at home to his Top 10 hits, including Little Bit of Love and Found What I’ve Been Looking For. Tom spoke of his love for being back performing, saying: “To feel that buzz and that energy, it was amazing. I’ve missed singing and performing, so I’m loving it. I’ve struggled big time during the pandemic being locked inside. To any young people struggling, know that it’s alright to struggle and its ok to feel the way they’re feeling.”

Tom was joined by pop newcomer Mimi Webb, who gave a standout performance of latest chart-topper Good Without and brand new single Dumb Love along with four other tracks. Performing for the first time live with her band, she said: “I started releasing music in the pandemic, so to be able to get out and actually perform my songs that I’ve been writing on Zoom the whole time is so nice! I really wanted to start a new chapter and I wanted this to be the year - I’m excited for the new challenges to come my way.”

Hard-hitting lyricist and self-styled ‘Queen of South London’, Shaybo, opened the show with an energetic rendition of her popular hits, including HB Freestyle and Broke Boyz. She revealed that she spent time training as a social worker: “Mental health is very important in this society and I think each and every one of us go through our own things and its very important to not supress it, but to look into it and to seek help. Because we’ve been in isolation and its affected people in ways that they may not even know.”

Liz Fordham, CEO of Making Me and one of the charities in attendance commented on the importance of supporting mental health organisations: “We’re a young, small charity, and to have the weight of Amazon and Tom Grennan supporting us is huge. The impact that this will have on youngsters will be massive, making them think they can sit up and do something. That it’s OK to struggle and it’s OK to ask for help.”

Isabella Mukasa was one of the key workers from Together for Mental Wellbeing who enjoyed the exclusive gig. She said: “In lockdown all our staff have done an amazing job to support our service users throughout the pandemic, I’m so proud to be a part of that team. And I’ve found that music has helped me navigate very traumatic experiences in my life - I see music as a universal language that we’re all fluent in.”

Workers from three AmazonSmile-registered mental health charities made up the small audience who were invited to attend as a thank you for all their incredible work. With millions of people in the UK facing mental health challenges post pandemic, Prime Day Live aimed to commend their dedication and provide a stage for YoungMinds, Together for Mental Wellbeing and Making Me to educate people on their vital work. Amazon is making donations to all three charities featured and is encouraging Prime members to shop through AmazonSmile this Prime Day by doubling the usual donations for a customer’s chosen charity during the entire 48-hour Prime Day event.

Patrick Clifton, Head of Music, Amazon Music UK, said: “Prime Day Live has helped to raise awareness for YoungMinds, Together for Mental Wellbeing and Making Me. Music brings people together and is a powerful mood-lifter, so we hope those in the audience and watching live at home enjoyed the show.”

Prime Day Live Watch Parties

It was not only the charities’ guests who enjoyed the live performances, as thousands of fans also tuned in from home. Kimberley Walsh, Jake Quickenden and Max George were just some of the celebrities enjoying the show live on Twitch, sharing pictures and videos from the event. Tom Grennan’s recent collaborator, Ella Henderson also tuned in to support her “old pal”.

Generate Donations Whilst You Shop This Prime Day

The event highlighted how Amazon Prime Members will be able to generate donations as they spend this Prime Day (at no cost to them or their chosen charity), simply by shopping through AmazonSmile. The donations generated will go toward the charity of the customer’s choice. There are two ways to generate donations:

All Prime members shopping with AmazonSmile: AmazonSmile will double its donation rate throughout the entire 48hour Prime Day event on all eligible purchases made by Prime Members shopping through AmazonSmile in their Amazon app or on the web at Prime members will generate a donation of 1% of the net purchase price to their chosen charity, each time they shop a deal with AmazonSmile.

Prime members activating AmazonSmile in their app: There’s even more to gain for UK charities this year: AmazonSmile will also donate 5% of the net purchase price – 10X the regular donation rate – on the first qualifying AmazonSmile purchase on Prime Day, for every Prime member who activates AmazonSmile in their Amazon App from 2nd June through the end of Prime Day 2021 on 22nd June.

Customers can now shop AmazonSmile on the latest version of the Amazon app. Just open the app, navigate to Settings in the main menu (☰), tap on “AmazonSmile,” select the charity of your choice, and then follow the on-screen instructions to turn on AmazonSmile. Once AmazonSmile has been activated, future eligible app purchases will generate a donation (0.5%) for the charity you selected. When you shop with AmazonSmile, you’ll find the exact same low prices, vast selection and convenient shopping experience as, with the added bonus that AmazonSmile will donate a portion of the purchase price to your selected charity.

Visit to learn more.

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Support Small Businesses on Prime Day

Prime Day Live is in celebration of Prime Day (21st – 22nd June 2021) – which offers Prime members two full days of the best in shopping and entertainment deals with fantastic savings to be had. This year, Prime Day is focussed on supporting small businesses, with over $100million investment being made by Amazon to support small businesses globally. In the UK, Prime members who spend £10 or more with select small businesses selling in Amazon’s store until midnight on Sunday 20th June will earn £10 to spend on Prime Day. Visit for more information or to find out more about how Amazon is supporting small businesses.