Amazon has revealed it sold more than 63,000 toys and 32,000 beauty products in the first six hours of Black Friday.
The online retail giant said best-selling items so far include the Fire TV stick, the Nintendo Switch and (at the less fun end of the spectrum) the Bosch PSB 1800 LI-2 Cordless Combi Drill.
Amazon's Black Friday sale will run until 11.59pm on Sunday, and will feature hundreds of lightning deals, when products will be available at a discount for a short period of hours.
Here are a selection of the best deals available online today:
ghd Gold Classic Styler and hairdyer bundle £119.99 (was £188.35)
Le Creuset cast iron casserole £119.99 (was £199)
Amazon Echo from £69.99 (was £89.99)
Sony wireless noise-cancelling headphones £189.99 (was £360)
Oral-B Genius 8000 electric toothbrush £74.49 (was £259.99)
Dyson Cinentic Big Ball Animal Vacuum Cleaner £200 (was £449.99)
Kenwood FPM810 Multi-Pro Sense Food Processor £149.99 (was £299.99)
Meanwhile, the group is celebrating the cementing of US import Black Friday in the UK retail calendar by hosting a pop-up store in central London this afternoon. Dubbing itself the "Home of Black Friday", Amazon will run the shop in Soho from 12.30pm today until 7.30pm.