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Amazon's Prime Day said to be bigger than Black Friday

Amazon is claiming that Prime Day will be the biggest sales day in its history, eclipsing even Black Friday.  Here is what to expect...

Tomorrrow, Amazon celebrates its 20th anniversary with a one-day sale that it promises to be bigger than Black Friday.  "Prime Day" will take place across UK, US, Spain, Japan, Italy, Germany, France and Canada with Amazon offering thousands of deals - more than double the number on offer during Black Friday in November last year.

On Black Friday - historically a US shopping phenomenon which has more recently been exported to the UK - Amazon said it sold more than 5.5 million items, or 64 order per second.

Although Amazon claims that Prime Day will be bigger and better, it is only open to Amazon Prime subscribers, who pay the £79 a year for unlimited next-day delivery.

"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," said Christopher North, Amazon UK's managing director.

Here's how to take advantage: 

Who can take part?

Amazon says it is offering Prime Day to "Amazon Prime" subscribers in the UK, US, Spain, Japan, Italy, Germany, France and Canada.

Prime is the priority delivery service that launched in 2007, giving subscribers next-day delivery on millions of items, as well as access to Prime Instant Video, Amazon's TV streaming service.

London residents who subscribe are now able to take advantage of one-hour delivery in many areas for a fee, or two-hour delivery free of charge.

Amazon offer a one month free trail of Prime, so consumers can take advantage of the benefits of 'Prime Day' by taking this up.  Students also get a 6-month trial and then pay half price.

How does it work?

Deals start from midnight on Wednesday 15th, and will continue over a 24 hour period. Amazon says it will offer new deals as often as every 10 minutes.

Many of the top deals sold out within seconds on Black Friday, and the same is likely again even with a smaller base of shoppers. Activity peaked at 8.29am over Black Friday. 

Deals are arrange into two types: Lightning Deals and Deals of the Day.

Amazon says it will run six Deals of the Day - offers that run throughout the day will be subject to availability.

More interesting are the Lightning Deals. Amazon runs Lightning Deals every day but says there will be thousands on Prime Day.


Lightning Deals run for a fixed period of time, with a finite number of products available. Amazon also displays upcoming and missed deals. At the moment they are tucked away in the Deals section, but are likely to receive much more prominence tomorrow.

More items mean they are likely to be divided into separate categories. Shoppers can keep up with everything on the Amazon Prime Day page.

What deals are on offer?

The exact details of the deals are under wraps until they start on Wednesday. This is what we know so far.

Amazon is promising the following as a taster of what will be on offer:

  • 50% off headphones from Sennheiser, Bose and Bang & Olufsen
  • 52% off sun and beauty products
  • 74% off books including boxsets and special editions
  • 50-inch HD TVs from £230

Amazon will also have the Oppo R5 and Find 7 smartphones on sale from 12.10 and 13.10 respectively.

But it says there will be deals across most of the site, from electronics to video games to health, beauty and sports. 

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