Amazon Prime Day has been around for a couple of years and not every deal is great, however, Amazon usually discounts their own products excessively to get more and more people into their ecosystem.

The Amazon.co.uk Black Friday Deals Store will be open from 00:00 on Friday the 17th November until 23:59 on Sunday the 26th. Amazon will have new ‘Deals of the Day’ every day throughout the period, ranging from Amazon devices, electronics, and pet supplies to kitchen and home & garden items. There will also be thousands of ‘Lightning Deals’ – products available at a discount, in limited quantities, for short periods of time – introduced throughout the sale, with new deals becoming available as often as every five minutes. Some of the most popular Black Friday deals from last year included Fire TV Stick, FIFA 17, and Amazon Echo Dot.

For the first time since bringing Black Friday to the UK in 2010, Amazon is hosting a four day ‘Home of Black Friday’ pop up experience in central London to celebrate the start of the Christmas shopping season and the UK’s biggest annual deals event. Customers will be invited to explore the best of Amazon’s Black Friday Sale and Amazon Prime, try their hand at a range of games to win prizes and take part in one of the many themed workshops, from foodie fun to crafts tutorials. Visitors to the ‘Home of Black Friday’ can also sample new products and get advice from gifting and lifestyle experts, as well as enjoy a few extra surprises throughout the four day event.

Entry to the pop up, located at 13 Soho Square, London, will be free of charge and doors will open to everyone on a first come first served basis from 12:30 pm to 7:30 pm from Tuesday 21st to Friday 24th November.