Amazon launches its own ‘Black Friday’ with Prime Day

The retailer promises more deals than Black Friday with a new discount shopping day on Wednesday 15th 

  Amazon is hoping to top Black Friday with a new global shopping day dubbed ‘Prime Day’, the retailer revealed today.

The event, which takes place on Wednesday July 15, promises more deals than Black Friday, the post-Thanksgiving US shopping extravaganza that has arrived in the UK in recent years.

However, Amazon’s Prime Day will only be available to members of its £79 a year Amazon Prime service, which includes free delivery on all items and access to its Amazon Instant Video platform.

“We’re offering Prime members thousands of deals on Prime Day. In fact, in the UK we are offering more than double the number of deals that we offered last Black Friday,” said Christopher North, managing director at Amazon UK. 

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 The event comes of the eve of Amazon’s 20th anniversary. Shoppers who sign up for the event before midnight on Tuesday July 14 will qualify for Prime Day offers and receive a £20 discount on the annual Prime membership fee.

Prime Day will see numerous ‘lightning deals’ on products including electronics, toys, video games, clothing, and health and beauty items, with new deals starting every 10 minutes, Amazon said.

“Prime started as a one-day delivery benefit on a few million items back in 2007," said Mr North. "Since then we’ve increased selection to 10 million eligible items for one-day delivery and added unlimited streaming movies and TV episodes, unlimited cloud photo storage, and access to 800,000 Kindle books.

“Prime Day is the latest benefit for Prime members and you can expect us to add further benefits and features to this great service over time."

Prime Day is Amazon’s latest effort to sign shoppers up to its membership service. Last week it revealed it would offer one-hour delivery slots to Prime members in London, at a cost of £6.99 per delivery. 

Amazon Prime costs £79 a year

 In 2014, it bundled Prime membership in with its Amazon Instant Video service - formerly Lovefilm in the UK - offering its customers on-demand access to TV shows and films.

Traditionally a US-only phenomenon, Black Friday was a discount shopping day on the day after Thanksgiving, when consumers began their Christmas shopping.

Amazon began offering Black Friday discounts in the UK in 2011 and was followed by the likes of Walmart-owned Asda. The last Black Friday saw frenzied scenes at Asda and Tesco supermarkets as shoppers vied for flash discounts on big-ticket items such as LED TVs.

John Lewis also enjoyed its biggest sales week on record thanks to last year's Black Friday, but the retailer's boss Andy Street warned against the disruption caused by the event falling so close to the Christmas shopping season. “From a customer point of a view it is a good deal. The question is for retailers – is it in our interest to have that peak?” he said.

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