This is a live page. Last updated 6 November 2026. Black Friday falls on Friday 27 November. Amazon has not announced its UK sale dates. We check this page every week and rewrite it the day the dates land.
New: check a deal before you buy. Our free Black Friday deal checker compares today's price with the product's lowest price in the last 90 days, so you can see whether the saving is real or just measured from a high "was" price.
Don't just find a Black Friday deal. Find out whether it's actually a good deal.
Most Black Friday pages list discounts. This one checks them. Every price here is dated, and the method behind it is published.
- Black Friday Price Claims Audit 2026: 74 Amazon UK products priced on four dates since 6 September.
- Black Friday deals by category: which of 13 categories have got dearer or cheaper before the sale starts.
- Six prices we are recording now, each with the line it has to beat to count as a real cut.
Black Friday 2026 falls on Friday 27 November. That date is fixed, because it follows American Thanksgiving on the fourth Thursday of the month. Very little else about the UK sale is fixed yet, including the part most people want to know: when the discounts actually start.
Amazon has not announced its UK Black Friday Week dates for 2026, and on its recent record it will not announce them until November. Currys, Argos and John Lewis tend to move within a few days of each other once it does. So this page starts where the useful work starts, three weeks out: what is confirmed, what is only a pattern, and what the things that get discounted every year cost today.
The short version
- Black Friday 2026 is Friday 27 November. Cyber Monday is Monday 30 November.
- Amazon has not announced its UK dates. Its last three announcements landed on 2, 8 and 13 November, so the first half of November is the window to watch.
- Amazon's UK sale has run 11 or 12 days each year since 2023, opening the week before Black Friday itself.
- Which? tracked 175 appliances for a year and found 83% were the same price or cheaper outside the Black Friday window.
- Three of the six products we track cost more on 5 November than on 26 August. The Fire TV Stick 4K Plus went from £36.99 to £79.99.
- Since April 2025 the CMA can fine companies directly over fake countdowns and misleading crossed-out prices, and it opened cases against eight businesses in November 2025.
- Record today's price for anything you are planning to buy. Six of ours are in the table below.
Black Friday deals UK 2026 by category: what our price record shows
Black Friday deals in the UK do not all start from the same place. Since 6 September 2026 we have priced the same 74 Amazon UK products, across 13 categories, on four dates. The table shows how each category moved between the first capture and the latest one on 5 November, before any Black Friday price has appeared. A category whose prices have already risen needs a bigger discount on 27 November just to get back to where it was in September.
| Category and buying guide | Products priced | Median change, 6 Sep to 5 Nov | Above their own lowest price on 5 Nov |
|---|---|---|---|
| Electric heaters | 7 | +23.7% | 5 of 7 |
| Slow cookers | 6 | +7.6% | 4 of 6 |
| Heated airers | 3 | +6.2% | 2 of 3 |
| Electric blankets | 7 | 0.0% | 4 of 7 |
| Hot water bottles | 5 | 0.0% | 2 of 5 |
| Carbon monoxide alarms | 6 | 0.0% | 2 of 6 |
| Dehumidifiers | 4 | 0.0% | 0 of 4 |
| Insulated water bottles | 5 | 0.0% | 3 of 5 |
| Sunscreen | 6 | −3.0% | 3 of 6 |
| IPL hair removal | 6 | −6.0% | 4 of 6 |
| Home security | 6 | −9.3% | 3 of 6 |
| Air fryers | 6 | −13.1% | 3 of 6 |
| LED face masks | 5 | −18.2% | 1 of 5 |
Three readings stand out. Electric heaters are the clearest warning: five of the seven we track cost more on 5 November than at their lowest point in our record, and the category median is up 23.7 per cent since September. A heater "deal" in late November that only takes the price back to September is not a saving. At the other end, LED face masks, air fryers and home security have already fallen before the sale, so judge any Black Friday price there against today's figure, not September's. In five categories the median has not moved at all, which makes the September price a fair test of any November discount.
These are medians across a handful of products per category, so read them as a direction of travel, not a forecast. The product-level figures, the rule for what counts as a real cut, and the data file are in our Black Friday Price Claims Audit, which is updated after the Black Friday capture on 27 November.
More guides worth reading before the sale: video doorbells with no subscription, printers priced per page and Bluetooth speakers.
When is Black Friday 2026, and when is Cyber Monday?
Black Friday is Friday 27 November 2026. Cyber Monday is Monday 30 November 2026. Those two dates bracket the weekend that most UK retailers treat as the peak of the year, and they are the only dates on this page that nobody can change.
Here is how the last three years ran, with the Amazon UK sale window alongside, so you can see how loosely the sale is tied to the day it is named after.
| Year | Black Friday | Cyber Monday | Amazon UK sale window |
|---|---|---|---|
| 2023 | 24 November | 27 November | 17 to 27 November |
| 2024 | 29 November | 2 December | 21 November to 2 December |
| 2025 | 28 November | 1 December | 20 November to 1 December |
| 2026 | 27 November | 30 November | Not announced |
One quirk of the 2026 calendar is worth planning around. Monday 30 November is the last working day of the month, which is payday for a lot of people. If Amazon opens on its usual schedule, the sale will have been running for over a week by the time that money arrives, and the first days are when the limited-stock offers go. Anyone paid monthly on the last working day is shopping the back half of the sale, or shopping on credit.
Has Amazon confirmed its UK Black Friday dates?
No. As of 6 November 2026 there is no Amazon announcement of a UK Black Friday Week. Its last three announcements came between 2 and 13 November, so one is due within days. Every date you see quoted for Amazon's 2026 sale right now is somebody's guess, usually built from the same table below.
| Amazon UK Black Friday Week | Announced on | Ran | Notice given |
|---|---|---|---|
| 2023 | 2 November 2023 | 17 to 27 November | 15 days |
| 2024 | 8 November 2024 | 21 November to 2 December | 13 days |
| 2025 | 13 November 2025 | 20 November to 1 December | 7 days |
| 2026 | Not announced | Not announced | n/a |
The announcement has crept later every year, from the first week of November to the second, and the notice given has more than halved. The sale itself has barely moved: 11 days in 2023, 12 in each of the two years since, opening a week before Black Friday and closing on Cyber Monday.
Apply that shape to 2026 and you get a sale starting around 19 or 20 November and finishing on 30 November, announced somewhere in the first two weeks of the month. We will put the real dates here the morning they are published.
The catch: Amazon has already broken one of its own patterns this year. Prime Day sat in July for a decade and then moved to 23 to 26 June 2026, four days instead of two. A company willing to move its biggest sale by a month is a company that can shift a November one too. We track that event separately on our Prime Big Deal Days page.
How much of Black Friday is a real discount?
The best UK evidence on this comes from Which?, which tracked the price of 175 home, tech and health appliances every day for a year, from May 2024 to May 2025, across Amazon, AO, Argos, Boots, Currys, John Lewis, Richer Sounds and Very. It then looked at what those products cost during the four weeks around Black Friday 2024 compared with the rest of the year.
The finding, published on 25 November 2025: 83% of the products were the same price or cheaper at some point outside the Black Friday window. Reena Sewraz, the Which? retail editor, described the event as "a false economy" for most shoppers.
Read that carefully, because it is narrower than the headline suggests. It does not say discounts are fake. It says that for five products in six, waiting or buying at another time would have got you the same price or better, so what the sale mostly gives you is convenience and a deadline. The one in six where Black Friday genuinely was the low point of the year is the reason to pay attention at all. You can only tell which is which if you know what the thing cost in August.
How to spot a fake Black Friday discount
A Black Friday discount is misleading when the saving is measured from a crossed-out price that is higher than what the product actually sold for in the weeks before the sale. To spot one, compare the sale price with the lowest price the same seller charged for the same product in the last 90 days, not with the price it has struck through.
Our free Black Friday deal checker does that sum for you. Enter the "was" price on the listing, today's price and the 90-day low from a price-history chart, and it tells you whether today is a new 90-day low, matches the low, or has already been beaten. It does not fetch prices, so the answer is only as good as the history you type in. CamelCamelCamel and Keepa cover Amazon UK, and PriceSpy and PriceRunner cover most other UK shops.
Our own six products show why the crossed-out figure is the wrong one to trust. On 5 November Amazon listed the Ninja Air Fryer PRO 4.7L at £79.00, marked "-21%" against an RRP of £99.99. We recorded it at £79.99 on 26 August, so against what it actually cost in late summer the saving was 99p. The Shark PowerPro showed "-30%" at £189.00 against an RRP of £269.99, and we recorded it at £199.99 in August, a difference of £10.99. An RRP is the price the maker recommends, not one the product has necessarily sold at, so a percentage measured from it says nothing about what the item cost last month.
Prices can also rise before a sale, which makes a later cut look bigger than it is. Three of our six cost more on 5 November than they did on 26 August, and the Fire TV Stick 4K Plus more than doubled, from £36.99 to £79.99. The full comparison is in the six prices we are recording.
We have been doing the same thing on a much larger scale. Our Black Friday Price Claims Audit 2026 prices a fixed basket of 74 Amazon UK products and has done since 6 September. On 5 November, 36 of the 72 we could compare were sitting above the cheapest price we had ever recorded for them, by a median of 18.9 per cent. The rule for judging what counts as a real cut was written down on 30 September, before any of the data existed.
Then look at the page around the price. A countdown that restarts when you reload, and a headline price that grows at checkout because a compulsory fee appears part way through, are both practices the CMA named in its November 2025 pricing drive, and since April 2025 it can fine a business for them directly. The rules section below sets out what changed. If a deal looks wrong, take a screenshot that shows the date and the crossed-out price before the listing changes.
The rules changed since the last Black Friday
In April 2025 the Digital Markets, Competition and Consumers Act handed the Competition and Markets Authority the power to decide that a business has broken consumer law and to fine it directly, without going to court first. Before that the CMA had to litigate. This is the first Black Friday season where that power has a full year of use behind it.
On 18 November 2025, a week before Black Friday, the CMA opened a consumer protection drive aimed squarely at online pricing. It launched enforcement investigations into eight businesses, sent advisory letters to 100 firms across 14 sectors, and published finalised guidance on price transparency. The practices it named include drip pricing, where compulsory fees appear part way through checkout, misleading countdown timers, automatic opt-ins to optional charges, and headline prices that leave out costs you cannot avoid.
A year into the regime, in April 2026, the CMA reported that it had opened investigations into 14 businesses, issued 157 advisory and warning letters, ordered more than £760,000 in refunds to consumers and imposed £4.7 million in fines.
For a shopper, the practical effect is that a crossed-out price is now a claim a retailer has to be able to stand behind, and a timer that resets when you reload the page is a compliance problem. It does not make the claim true. It makes it worth screenshotting.
Six prices we are recording now
These are six products that go on offer every Black Friday in the UK, across the price bands where most people actually spend. For each one we set a price line on 26 August 2026, at roughly a third below what it cost that day, and that line will not move. The first table puts the price we recorded on 26 August next to the price on the Amazon UK listing on the morning of 5 November, so you can see how far each one has moved before the sale has started. The live table further down refreshes on its own, so its figures will not match the August column and can differ from the 5 November one too.
| Product | 26 Aug 2026 | 5 Nov 2026 | Change | What would count as a real cut |
|---|---|---|---|---|
| Fire TV Stick 4K Plus | £36.99 | £79.99 | Up £43.00 (116%) | Under £25 |
| Echo Dot (2022 model) | £39.99 | £79.99 | Up £40.00 (100%) | Under £25 |
| Oral-B Pro 1 | £29.98 | No price shown | n/a | Under £22 |
| Ninja Air Fryer PRO 4.7L | £79.99 | £79.00 | Down £0.99 (1%) | Under £60 |
| Ring Battery Video Doorbell 2K | £44.99 | £79.99 | Up £35.00 (78%) | Under £33 |
| Shark PowerPro cordless vacuum | £199.99 | £189.00 | Down £10.99 (5%) | Under £150 |
Read the change column before any sale price. Three of the six cost more on 5 November than they did on 26 August, and Amazon was showing no buy-box price at all for the Oral-B Pro 1, only a "High price" notice and alternatives. Only the Ninja and the Shark were cheaper than in August, by 99p and £10.99. A sale that takes the Fire TV Stick, Echo Dot or Ring doorbell back to its August price will look like a large discount and leave you paying what it cost in late summer.
The right-hand column is our own line in the sand, set at roughly a third off the August price, which is the point at which a discount on this kind of product usually beats what the same item hit earlier in the year. Anything shallower than that has probably happened before and will probably happen again in January.
Compare live prices for every pick
As an Amazon Associate, Look Into earns from qualifying purchases. Product prices and availability are accurate as of 11 November 2026 8:29 pm and are subject to change.
Fire TV Stick 4K Plus
TechAmazon's own hardware is the closest thing Black Friday has to a reliable discount, because Amazon sets the price itself and wants the devices in as many living rooms as it can manage. Our August figure is £36.99. On 5 November the same listing was £79.99, so even a half-price offer in the sale would cost more than it did in August.
It is also the product where a crossed-out price tells you least. Fire sticks carry a promotion of some kind for a good part of the year, so the number to beat is the one we recorded above, not whatever Amazon puts a line through in November.
Check today's price on Amazon →Echo Dot (2022 model)
Smart homeThe same logic applies, with one wrinkle. Echo speakers are sold as a way into buying more Echo speakers, so the interesting price is often on a two-pack. If you want two, price the bundle on its own terms and divide.
Check the model name too. The listing we recorded in August now calls itself the 2022 model, and Amazon sells a newer Echo Dot alongside it. Our August price and our line apply to the 2022 model only.
Worth knowing before you commit: a speaker this size is a compromise for music. If sound is the point, our guide to Bluetooth speakers covers what the same money buys.
Check today's price on Amazon →Oral-B Pro 1
HealthElectric toothbrushes are promoted so often that Black Friday barely stands out in this category. That makes it a useful honesty test: if the November price is one you also saw in July, the event did nothing for you here.
The cost that decides this purchase is the heads. Replacements run a few pounds each and most people get through three or four a year, so a brush that saves you £5 and takes dearer heads is the worse buy inside twelve months.
Check today's price on Amazon →Ninja Air Fryer PRO 4.7L
KitchenAir fryers are the category Black Friday was built for: gift-adjacent, heavily branded and stocked in volume, which means retailers other than Amazon will be discounting the same machines on the same days. Check Argos and Currys before you accept an Amazon price on this one.
Single drawer at 4.7L suits one or two people. Households of four usually end up wanting the dual-drawer model, which costs more and is discounted less predictably. Our air fryer guide works through the size question.
Check today's price on Amazon →Ring Battery Video Doorbell 2K
Home securityThe doorbell is the cheap part. Ring's useful features sit behind a subscription, so the real price of this purchase is the hardware plus several years of plan fees, and a November discount on the hardware changes that total by less than it looks.
If the recurring cost is what puts you off, there are doorbells that record locally and charge nothing monthly. We cover them in our guide to video doorbells with no subscription.
Check today's price on Amazon →Shark PowerPro cordless vacuum
HomeCordless vacuums are where the pound amounts get big enough to be worth waiting for. A third off £200 is £66, which is a different conversation from a third off a £30 toothbrush, and it is the band where Black Friday most often does beat the rest of the year.
It is also the band with the most model churn. Manufacturers refresh cordless ranges constantly, and the model on offer in November is often the one being cleared. That is not a reason to avoid it. It is a reason to check the model number against the current range before you buy.
Check today's price on Amazon →What to do before the sale opens
There is still time to make Black Friday work in your favour, and almost all of the work happens before the sale opens.
Start by writing down what you actually want, with today's price next to it. A screenshot with the date visible does the job. Without that number you have no way to judge a November discount, and the retailer knows it. This is the single thing that separates people who do well out of the sale from people who feel like they did.
Then work out where the item is sold besides Amazon. Large appliances, TVs and vacuums are stocked by Currys, AO, Argos and John Lewis, and their sales overlap Amazon's almost exactly. Amazon being first does not make it cheapest.
Check the delivery and returns position while you are calm, before any countdown starts. Anything you buy online in the UK comes with a cancellation right: you have 14 days from the day the item arrives to tell the seller you are cancelling, another 14 days to send it back, and the refund is due within 14 days of the seller receiving it. Custom-made goods, perishables and sealed items opened for hygiene reasons are outside that right, and a marketplace seller based abroad can make the return slow even when the right applies.
Finally, if the purchase is big enough, look at how you are paying for it. Anything costing over £100 and no more than £30,000 on a credit card carries Section 75 protection, which makes the card company jointly liable if the goods never turn up or arrive faulty. That protection is worth more on a £300 vacuum than the £10 you might save by paying with a debit card that earns nothing.
Is Prime worth joining just for the sale?
Black Friday Week is open to everyone, unlike Prime Day and the October event, so you do not need a membership to shop it. What Prime buys you during the sale is delivery speed, plus whatever savings Amazon chooses to reserve for members that week.
UK Prime costs £8.99 a month or £95 a year, with a reduced rate of £4.49 a month or £47.49 a year for 18 to 22 year olds. One month costs less than a tenth of the annual price, so if the sale is the only reason you want it, take a single month and put a reminder in your calendar to cancel. A free trial works the same way, provided you cancel it before it converts.
What we update on this page, and when
This page is kept up to date. Every Wednesday we recheck Amazon's UK press centre and the retailer announcements, and change the date at the top whether or not anything moved. The moment Amazon publishes its Black Friday Week dates, the table above stops being a pattern and becomes a schedule, and this page will say so the same morning.
The August prices we recorded stay put permanently. That is the point of them. The live table refreshes on its own, so the comparison you get in November is between a fixed number we wrote down in public three months early and whatever Amazon is charging when you read it.
Related pages worth a look
- Black Friday statistics UK 2026, the spending, discount and AI-use figures behind the sale, each with its date and source.
- Black Friday Price Claims Audit 2026, a fixed 74-product basket priced four times since September, with the rule for judging a real cut fixed in advance.
- Amazon Prime Big Deal Days 2026, the autumn event that runs before this one, tracked the same way.
- Black Friday mobility deals, for wheelchairs, scooters and daily living aids.
- The October 2026 energy price cap, which lands weeks before the sale and decides how much of it you can afford.
- Our UK running cost index, if you want to know what an appliance costs to run before you judge what it costs to buy.
- The Look Into products desk, one pick per buying job, each with the maker's claim checked and the running cost worked out.
- Best hot air brushes, one of the most bought beauty gifts in the sale, ranked by how much water their watts can shift.
- Best kettles, ranked by the smallest boil each maker allows, for anyone replacing one in the sale.
- Best robot vacuums, ranked on the yearly cost of dock bags rather than the suction figures no listing explains.
- Best electric toothbrushes, ranked on five years of ownership, because the heads cost more than the handle.
- Best electric shavers, ranked on five years of ownership with replacement heads at each maker's own interval.
- Best soup makers, ranked on what a litre of soup costs to make, a winter kitchen gift with real running costs.
- Best digital photo frames, compared on the electricity and optional subscriptions that keep costing after Christmas.
- Best bread makers, worked out on electricity per loaf against an electric oven.
- Best smartwatches, compared on the optional subscriptions and how often each needs charging.
Sources
- Amazon UK press centre: Black Friday Week 2025 dates, published 13 November 2025
- Amazon UK press centre: Black Friday Week 2024 dates, published 8 November 2024
- Amazon UK press centre: Black Friday Week 2023 dates, published 2 November 2023
- About Amazon UK: Black Friday and Cyber Monday explainer, including Prime pricing
- Which?: most Black Friday deals are the same price or cheaper at other times of the year, 25 November 2025
- CMA: consumer protection drive on online pricing practices, 18 November 2025
- CMA: direct consumer enforcement, one year on, 17 April 2026
- GOV.UK: accepting returns and giving refunds, the law on online cancellations
- Citizens Advice: Section 75 protection on credit card purchases
We earn a commission if you buy through the Amazon links on this page, at no cost to you. It doesn't change which products we pick or what we say about them. Our how we make money page explains the arrangement, and our methodology covers how we check prices.
Black Friday 2026: common questions
When is Black Friday 2026 in the UK?
Friday 27 November 2026. Cyber Monday is Monday 30 November.
Has Amazon announced its 2026 Black Friday dates?
Not as of 6 November 2026. Amazon announced its last three UK sales on 2 November 2023, 8 November 2024 and 13 November 2025, so the first half of November is when to expect it. Any site quoting exact Amazon dates today is guessing from that pattern.
When does the Amazon sale usually start?
A week or so before Black Friday itself, and it runs through Cyber Monday. The last three have lasted 11, 12 and 12 days. On that shape, 2026 would open around 19 or 20 November.
Do you need Amazon Prime to shop Black Friday?
No. Amazon says a membership is not required to shop during Black Friday, which is the main difference between this sale and Prime Day. Prime buys you delivery speed and some member-only offers. It costs £8.99 a month or £95 a year, or £4.49 and £47.49 for 18 to 22 year olds.
Are Black Friday discounts real?
Some are. Which? tracked 175 appliances for a year and found 83% were available at the same price or cheaper outside the Black Friday period, which leaves roughly one in six where the sale genuinely was the low point. Knowing the pre-sale price of the exact product you want is the only way to tell which group you are in.
How can I tell if a Black Friday deal is fake?
Compare the sale price with the lowest price for the same product in the last 90 days, not with the crossed-out "was" or RRP figure. If it was cheaper at any point in those 90 days, the discount is smaller than it looks. Our free Black Friday deal checker does the comparison once you have the 90-day low from a price-history site such as CamelCamelCamel, Keepa or PriceSpy. Our Black Friday Price Claims Audit 2026 does the same comparison against our own dated record of 74 products.
How long does Black Friday last in the UK?
Black Friday itself is one day, Friday 27 November 2026, but most UK sales run much longer. Amazon's last three UK Black Friday Weeks lasted 11 or 12 days, opening the week before Black Friday and closing on Cyber Monday. Other retailers set their own dates, so check each one.
Is Black Friday or Cyber Monday better for deals?
Neither is reliably cheaper. In the UK, Cyber Monday is usually the last day of the same sale rather than a separate event, and Amazon's last three UK sales all ran through to it. What matters is whether the price beats what the product cost before the sale.
Which Black Friday deals are worth buying?
The ones where the price beats the lowest the product has recently sold for, not the crossed-out figure. In our own record of 74 Amazon UK products, half were already above their lowest recorded price on 5 November, and electric heaters had risen the most.
Can I return something I bought in the sale?
Yes, if you bought it online. You have 14 days from delivery to cancel, 14 more to return the goods, and the refund is due within 14 days of the seller getting them back. Personalised goods, perishables and sealed hygiene items are excluded, and buying from a marketplace seller abroad can make the process slower.
Price WatchBlack Friday statistics UK 2026: spending, real discounts and how people shop
Price WatchBest Amazon Kids Christmas Gifts UK 2026: What UK Parents Buy Most, and What Lasts
Price WatchAmazon Christmas Gift Cost Index 2026: What the Bestsellers Actually Cost Per Use
Price WatchBest Amazon UK Christmas Gifts 2026: Honest Picks Under £50