Amazon has slashed the annual subscription fee of Prime membership as it seeks to steal a march on rivals ahead of Black Friday.

The etail giant has reduced the price of Prime by £20 to £59 for customers that sign up by Wednesday November 18. The move mirrors the step taken earlier this year when membership fees were slashed ahead of Prime Day, a promotional event exclusively available to Prime members.

Amazon Prime has been reduced in price to £59 ahead of Black Friday

Amazon Prime

Amazon Prime has been reduced in price to £59 ahead of Black Friday

Benefits from the Prime annual membership include early access to Black Friday deals, free one-day delivery on millions of products, free same-day delivery on 1 million products for customers in the Southeast, and one-hour delivery for customers in cities including London and Birmingham.

Prime also offers customer access to more than 15,000 films and TV episodes through Prime Video and access to 1 million songs to stream and download through Prime Music. managing director Christopher North said: “Amazon Prime is the best deal in the history of shopping and for four days, customers can get an annual membership at a great discount – just in time for Christmas.

“Sign-ups to Prime always increase in the run-up to Christmas as customers want fast delivery for gifts as well the ability to stream popular movies and TV shows to keep the family entertained.

“This year, members will also be able to stream great Christmas music and get 30-minute early access to Lightning Deals, including during Black Friday Deals Week when there will more deals than ever before.”