Dixons Carphone is stealing a march on Amazon’s Prime Day promotional event with a 10-day super sale event starting today.

The tech and electronics retailer is taking on etail rival Amazon head on, offering discounts on thousands of products across the Currys PC World brand both online and in-store.

Dixons Carphone’s chief commercial officer Steve Ager said: “Like Black Friday, Prime Day is something of an American import that has started to stick and has become another occasion in the calendar where consumers looking for a great deal can win big.

“Also like Black Friday we don’t believe that customers should be restricted by one-day-only deals.

“We will be running some great offers on TV, computing, large kitchen appliances and accessories over 10 days starting from Monday.” 

The 10-day sale coincides with Amazon’s 24-hour Prime Day event kicking off tomorrow.  

In its second annual Black Friday-style event, Amazon will be offering discounts on over 1,000 products exclusively to its paying Prime customers, including Gibson guitars at a discount of 20%. 

The Dixons Carphone promotion is running both in-store and online, and is an extension of the 30-hour flash sale it ran at the same time last year.

Amazon Prime costs consumers £79 a year, entitling them to services such as unlimited one-day delivery of goods and streaming of films and TV episodes.