Amazon has ramped up its Black Friday deals this year, which will span a 10-day period and be sold online and through a dedicated pop-up.

The online retailer will sell items across categories including electricals, entertainment, home, fashion and beauty from November 16-25.

The retailer will also sell products through its ‘Home of Black Friday’ pop-up shop, which will open in Shoreditch from November 22-25, and will be open for 24 hours on Black Friday itself.

Throughout the 10-day period Amazon will offer promotions including ‘Deals of the Day’ and ‘Lightning Deals’, the latter of which will discount specific items for a limited amount of time.

Prime shoppers will be able to access Lightning Deals 30 minutes before other shoppers.

Amazon’s UK country manager Doug Gurr said: “We know many of our customers are starting to think about Christmas presents, parties and decorations at this time of year and we’re excited to offer great deals when shoppers need them most.

“We focus on making shopping as easy and enjoyable for the customer as possible so we hope customers will enjoy the new AR View feature in the app, which uses augmented reality technology to allow shoppers to see selected products in their own home before they decide to buy, just in time for this year’s biggest ever Black Friday sale and perfect for kitting out the home before Christmas guests start arriving.”

Retail Week is having its very own Black Friday. We’ve rolled back the price on retailer tickets for Retail Week Live to the launch rate of £999 if you book between Thursday 22 and Tuesday 27 November. Book here.