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THIS WEEK IN PEAK: Amazon to open London pop-up store for ‘biggest ever’ Black Friday

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Amazon today announced the opening of its Home of Black Friday London pop-up store for its “biggest ever” peak trading period.

The retailer, ranked Elite in IRUK Top500 research, says its annual pop-up store will return this year from November 22 until November 25 in Shoreditch. On Black Friday itself the store will be open for 24 hours.

The pop-up store will run alongside the online 10-day promotional Black Friday deals event from November 16 until November 25. Prime members will also have a chance to shop across the site’s “lightning deals” – limited availability sale products which will go live every five minutes.

“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,” said Doug Gurr, country manager at

AR-enabled Black Friday shopping 

Customers can view products before they buy via Amazon’s app, using the AR View augmented reality feature. Mobile shoppers can also set up “watch-a-deal” alerts to stay on top of Black Friday discounts as well as find products by pointing their phone’s camera at a product or barcode.


Gurr continued: “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.”


Prime membership perks 

Amazon promises its Prime Members including 30-day free trial subscribers an exclusive 30-minute early access to all ‘Lighting Deals’. Its new try-before-you-buy service, Prime Wardrobe will allow members to have their fashion items delivered for free, try them on at home and purchase when they decide to keep them. The Prime Now fast delivery service promises to offer  more than 30% of UK subscribers special Black Friday deals to be delivered in a one or two hour delivery window, or within 60 minutes in selected postcodes.


Amazon said today that all US customers can enjoy free deliveries now for a “limited time” with no minimum purchase fee on orders that will arrive in time for the Christmas holiday.

Image credit: Amazon

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