Amazon has kicked of the Black Friday shopping bonanza with 7,000 deals available from today – five days earlier than the official sale day falls.
Shoppers will be able to get their hands on new offers every 10 minutes for the entire week, including big ticket items such as Amazon's Kindle, the Xbox One, Withings smartwatch, Asus tablet and Guitar Hero Live 2.
The retailer's lightening deals are back, where limited items are available for a short time and Prime members are able to see these deals 30 minutes ahead of other shoppers.
There will also be "Deals of the Day" where items will be offer for just a single day and not across the entire sale period while independent retailers selling through Amazon's Marketplace will also participate for the first time. Some of the deals will be available through Amazon Now for one-hour delivery in certain areas.
Last year, Amazon sold 64 items per second and 5.5m in total on Black Friday with peak buying time falling at 8.29am.
This year, the biggest discounted items in cash terms revealed are the Stuhrling women's watch, reduced by nearly £300 reduced to £81.32 and a rowing machine, reduced by £250 to £1,049. Tech, gadgets and electrical items are usually the most popular items to find at a discount.
Amazon will have $25 of the Kindle Paperwhite, £50 off the Asus Transformer Book, and £50.00 off and Xbox One with Fifa16 and Gears of War games reduced by £34.96.
The shopping day, imported from the US and which was the became the biggest shopping day of the year last year has reappeared with a mixed response.
Some retailers, such as Asda, are avoiding the day altogether or dialling down the intensity of their deals, while it others are predicting it will repeat last year's biggest shopping day of the year, and could even rack up £1bn of sales at the tills.