Amazon will make a push into physical retail space in London to coincide with its 10-day Black Friday sales event this month.

The online giant will unveil its first UK pop-up space, called the ‘Home of Black Friday’ in central London from November 21 to 24.

The pop-up shop will allow shoppers to browse its Amazon Prime offer and Black Friday Sales items which can be bought online alongside themed workshops and tutorials.

Amazon’s short-lived foray into bricks and mortar will take place during its online Black Friday event, which will launch on November 17 and run until November 26 and span across a range of product categories.

The retailer will offer a range of daily deals and flash sales online during the period and will incentivise its Prime subscription by offering members 30 minutes of early access to its ‘lightning deals’, which will be launched as often as every five minutes.

The online retailer has also unveiled its Christmas advert, which emphasises its delivery credentials and international reach by tracking festive deliveries from a distribution centre to its recipient.

UK country manager Doug Gurr said: “We’re making Black Friday more fun than ever by holding our first-ever Home of Black Friday pop-up in Central London and have just released our TV advert which features our iconic boxes having a sing-a-long to celebrate the festive season.”

Amazon’s festive ad also highlights its mobile app; over 70% of its customers shopped using a mobile device last Christmas.

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