Black Friday 2026: the deals that are actually real.

01 / When44 days until the earliest likely start.

Black Friday is Friday 27 November 2026 and Cyber Monday is 30 November. Amazon's own event usually opens the Thursday before and runs through to Cyber Monday; we'll pin the exact dates here when Amazon announces them.

• 2025: Amazon's Black Friday Week ran from Thursday 20 November to Cyber Monday 1 December.
• 2024: Thursday 21 November to Monday 2 December.
• Consumer group Which? has found, year after year, that the great majority of Black Friday "deals" were the same price or cheaper at some other point in the year.

02 / Is it worth it?About one deal in 6 is a genuine low. The rest wear the same badge.

We measure every Amazon UK Lightning Deal, within the hour of it going live and again through its run, against what the product actually sold for over the last year, and publish the tally every Friday. Across 806 deals checked so far, 128 were genuine lows: about one in 6. The others carried the same countdown, the same “% claimed” bar and the same red badge. Nothing on Amazon's page tells them apart. Only the history does.

Sale events are where that matters most. The “was” price only has to be a price recently charged, so a listed price nudged up in the weeks before the event makes an ordinary price look like a cut. The fix is the same as always: judge the deal against the product's usual price, not the badge. The receipts, every Friday →

03 / The dealsThis section fills itself when the event starts.

From the first hour of the event, every deal that clears our gates appears here, strongest first, refreshed every fifteen minutes. Each carries its score, the usual price, the chart, and the time it was last checked. Until then, the everyday version of the same thing is on the home page and the Lightning Deals page.

04 / How to use itThree things that work during a sale.

• Check any deal in thirty seconds. Paste the Amazon link into the price checker: the genuine low, what it usually sells for, and an honest verdict, free, no sign-up.
• Get the real ones as they appear. The strongest verified deals go to the free Telegram channel through the day (up to one every half hour, never overnight) and three a day to Instagram.
• Name your price. Track a product on your watchlist with a target, and we email you when it gets there, during the event or after it.

05 / How we checkThe same gates as every other day.

• Each deal is judged against a reference price capped at what the product has genuinely sold for, never Amazon's listed price on its own. Full detail in the methodology.
• At least a fortnight of recorded prices, or we say “can't tell” rather than guess.
• A live check of the product page before anything is published, then re-checks in rotation every half hour while it's live — each deal at least every few hours.
• We earn a small commission if you buy through the site. It never changes a verdict, and we say so when something isn't a deal, which earns us nothing.

06 / QuestionsThe ones we get asked.

Are the discounts real? Some are. Our weekly count says about one Lightning Deal in 6 is a genuine low against the product's own history. Judge each one against its usual price, not the badge.

Should I wait for Boxing Day instead? For a specific product, the history answers that better than any rule of thumb: the price checker shows the lowest it has ever been and when. If today's price is at or near that, waiting is a gamble; if it is above the usual price, waiting costs nothing.

Why isn't a deal I've seen listed here? Either it hasn't been checked yet, it failed a gate, or the history says it isn't a low. The Lightning Deals page shows every live one with its verdict and the reason.