Amazon's prices to beat

Amazon Black Friday deals in the UK land around Black Friday on Friday 27 November 2026, but Amazon has not yet announced the dates of its 2026 Black Friday week. Based on the last three years, the sale is likely to open around 19 or 20 November and close on Cyber Monday, 30 November 2026. Before then, Prime Big Deal Days runs on 6 and 7 October 2026 for Prime members only.

The smartest way to shop either event is to know today's price before the countdown clocks appear. This guide lists eight high-ticket products worth tracking, from the Fire TV Stick 4K Max to the PlayStation 5, with the exact Amazon UK price at the time of writing (23 September 2026) and a target price a genuine deal should reach. The targets are thresholds, not forecasts: nobody outside Amazon knows the final Black Friday prices.

When is Amazon Black Friday 2026?

Black Friday 2026 is on Friday 27 November, and Amazon UK has not announced its Black Friday week dates as of 23 September 2026. Amazon has announced the UK dates in November in each of the last three years, so an announcement before Prime Big Deal Days would break the pattern.

Amazon UK's past Black Friday events show a consistent shape: an 11 or 12 day sale that opens the week before Black Friday and ends on Cyber Monday.

If Amazon repeats the 2024 and 2025 pattern, the 2026 sale would run from around Thursday 19 November to Monday 30 November. Treat that as a planning window, not a confirmed date. Amazon also tends to publish "early Black Friday deals" from the start of November, which is why the price-to-beat list below matters: early deals are only worth taking if they already hit the target.

When does Black Friday start and end?

Black Friday is a single day, Friday 27 November 2026, but UK retailers now run Black Friday week promotions that finish on Cyber Monday, 30 November 2026. Amazon UK's Black Friday event ended on Cyber Monday in 2024 (2 December) and 2025 (1 December).

• 6 to 7 October 2026: Prime Big Deal Days, from 00:01 BST on 6 October to 23:59 BST on 7 October. Prime members only.
• Early November:Amazon's "early Black Friday deals" typically begin, alongside the date announcement.
• 19 November 2026: Grand Theft Auto VI launches on PS5 and Xbox Series X|S, eight days before Black Friday.
• 27 November 2026: Black Friday.
• 30 November 2026:Cyber Monday, the usual last day of Amazon UK's Black Friday week.

Amazon Black Friday deals watchlist: 8 prices to beat

A genuine Amazon Black Friday deal on these eight products should reach the target price in the right-hand column. Compare Electronic's price-to-beat table starts from each product's exact Amazon UK price at the time of writing (September 2026) and applies a discount threshold based on the product type. Amazon's own devices get the steepest threshold because Amazon sets both the retail price and the margin.

Prices are Amazon UK listings on 23 September 2026. Targets are Compare Electronic's thresholds for a worthwhile deal, not predictions of what Amazon will charge.

The watchlist, product by product

1. Amazon Fire TV Stick 4K Max (2nd gen) - price to beat £41.99

The Fire TV Stick 4K Max costs £69.99 on Amazon UK at the time of writing (September 2026). The Fire TV Stick 4K Max streams 4K at 60 fps with Dolby Vision, HDR10+ and Dolby Atmos, and carries Wi-Fi 6E, 2 GB of RAM and 16 GB of storage. Amazon's own streaming sticks are typically discounted at every major Amazon sale event, so a 40% cut to £41.99 is the bar. Anything above £50 is a routine promotion, not a Black Friday deal.

2. Amazon Echo Show 8 (newest gen) - price to beat £107.99

The Echo Show 8 (newest gen) costs £179.99 on Amazon UK at the time of writing. Amazon specifies an 8.7-inch display, a 13 MP camera with a privacy shutter, spatial audio and a built-in smart home hub for Matter, Thread and Zigbee. Watch the model name closely: Amazon still lists the older Echo Show 8 (3rd Generation, 2023 release) at £149.99, and a Black Friday "Echo Show 8" deal may be the older model. The newest generation at £107.99 or less is the deal worth taking.

3. Amazon Kindle Paperwhite (16 GB) - price to beat £111.99

The Kindle Paperwhite 16 GB with ads costs £159.99 on Amazon UK at the time of writing, and the same Kindle Paperwhite without ads costs £199.99, a £40 difference for the same hardware. Amazon rates the Kindle Paperwhite at up to 12 weeks of battery with a 7-inch, 300 ppi display and IPX8 water resistance. The ads version is the one most Black Friday banners quote, so check which configuration the deal applies to before comparing. Amazon also sells Certified Refurbished Kindles, and new vs renewed vs refurbished tech explains when one of those beats a discounted new Kindle.

4. Apple AirPods Pro 3 - price to beat £160.00

The AirPods Pro 3 cost £200.00 on Amazon UK at the time of writing (September 2026). Compare Electronic's own price log recorded the AirPods Pro 3 at £175 on Amazon UK on 1 July 2026, so the price has already risen £25 in under three months. That is exactly the pattern that makes a Black Friday "deal" misleading: a drop back to £175 would look like 12.5% off but only returns to the summer price. Apple rates the AirPods Pro 3 at 8 hours with noise cancelling on and 24 hours with the case. The real target is £160.00. More options are in best wireless earbuds UK 2026.

5. Sony BRAVIA 8 II 65-inch - price to beat £1,724.25

The Sony BRAVIA 8 II 65-inch (K65XR8M25B) costs £2,299.00 on Amazon UK at the time of writing, the same price Compare Electronic logged on 1 July 2026. The BRAVIA 8 II is a 2025 QD-OLED TV with a 120 Hz panel, four HDMI 2.1 ports, Dolby Vision and Dolby Atmos, and the Amazon UK listing includes a 5-year warranty. A flat price across the summer means any Black Friday reduction is real, and a 25% cut to £1,724.25 is the level worth waiting for. Always match the full model code, because TV makers sell near-identical sets under different numbers. See best TV UK 2026 for alternatives.

6. Apple MacBook Air 13-inch M5 - price to beat £1,009.77

The MacBook Air 13-inch M5 with 16 GB of memory and a 512 GB SSD is listed at £1,187.97 on Amazon UK at the time of writing. Apple rates the MacBook Air M5 at up to 18 hours of video playback, and the 13.6-inch model weighs 1.23 kg. Laptop deals hide in the configuration: the 24 GB, 1 TB version costs £1,624.97 in Silver and £1,799.00 in Midnight on Amazon UK today, a £174.03 gap for the same chip, memory and storage in a different colour. Check the memory, storage and GPU core count before comparing prices. More picks in best laptop UK 2026.

7. Sony PlayStation 5 (1 TB) - price to beat £479.00

The PlayStation 5 costs £569.00 on Amazon UK at the time of writing (September 2026), 99p under Sony's £569.99 RRP. Sony raised every PS5 price by £90 on 2 April 2026, and in November 2025 Sony took £90 off the PS5 and PS5 Pro from 21 November at PlayStation Direct and retailers including Amazon. A matching £90 cut would bring the PS5 to £479.00, which is the price to beat. The full breakdown, including the PS5 Pro and Digital Edition, is in PS5 Black Friday deals UK 2026.

8. Roborock Saros 20 Neo - price to beat £559.30

The Roborock Saros 20 Neo costs £799.00 on Amazon UK at the time of writing. Roborock rates the Saros 20 Neo at 36,000 Pa of suction, with a 100°C hot-water mop wash, 55°C drying and recognition of 300 obstacle types. Robot vacuum makers refresh their line-ups every year, which pushes existing models down quickly, so Compare Electronic sets a 30% threshold: £559.30. Robot vacuum listings also multiply quickly, with "Neo", "Plus" and "Ultra" variants that differ only in the dock, so match the exact name.

Which Amazon tech deals are real discounts?

A real Amazon tech deal is one that beats the product's lowest price of the previous 90 days, not the crossed-out price on the listing. Amazon UK shows a "was" or "RRP" figure next to deals, and that figure can be a manufacturer RRP that nobody has charged for months. The AirPods Pro 3 show why: £175 in July 2026, £200.00 in September 2026, so a Black Friday price of £175 would be advertised as a saving while matching the summer price.

Three checks separate real discounts from marketing:

• Price history, not RRP.Free Amazon price trackers such as Keepa and CamelCamelCamel chart a listing's price over months. If the Black Friday price matches a price from June, the discount is a return to normal.
• RRP versus street price.The PS5 has a £569.99 RRP and sells for £569.00 on Amazon UK, so the RRP is honest. Sony cut the PS5 disc drive to £69.99 in April 2025, yet Amazon UK lists it at £109.99 today. A "20% off" sticker on that disc drive would still be above Sony's own price.
• Model-number tricks.TVs, laptops and robot vacuums are the worst offenders. A 2024 model can carry a 2026 price, a retailer-exclusive model number can hide a lower-spec panel, and a laptop can drop from 16 GB to 8 GB of memory under the same product name. Match the full model code to the manufacturer's spec sheet.

Compare Electronic's real-deal checklist

Run every Black Friday deal through these seven checks before buying. A deal that fails two or more is not worth the rush.

1. Is the price below the lowest price of the last 90 days?
2. Is it at or below the price to beat in the table above?
3. Does the model number match the exact product and year you researched?
4. Is the configuration (memory, storage, ads or no ads, colour) the one you want?
5. Is it sold by Amazon or a named brand store, not an unknown Marketplace seller?
6. Is it a UK model with a 3-pin plug and a UK warranty, not an import?
7. Is a newer model due within 3 months?

UK buyers keep strong protection whatever the price. The Consumer Contracts Regulations give 14 days to cancel an online order after delivery, and the Consumer Rights Act 2015 gives a 30-day right to reject faulty goods. Renewed and refurbished stock follows different warranty terms, covered in new vs renewed vs refurbished tech in the UK.

Is Prime Big Deal Days or Black Friday cheaper?

Black Friday is usually the better event for consoles and big-brand electronics, while Prime Big Deal Days and Black Friday both discount Amazon's own devices. Prime Big Deal Days runs for 48 hours on 6 and 7 October 2026 and requires a Prime membership at £8.99 a month or £95 a year. Black Friday deals are open to every Amazon customer.

The evidence from 2025 points both ways. Sony's PS5 promotion, £90 off the PS5 and PS5 Pro and £135 off the PS5 Digital Edition, started on 21 November 2025, well after the October Prime event. Amazon UK cut the Switch 2 Mario Kart World bundle from £430 to £410 on 22 October 2025, a month before Black Friday. The detail for Nintendo's console is in Nintendo Switch 2 Black Friday deals.

The practical rule: if a watchlist product hits its price to beat on 6 or 7 October, buy it. If it does not, the product has a second chance in Amazon's Black Friday week, and the October price becomes the new baseline to beat.

Which products should you not buy on Black Friday?

The products to avoid on Black Friday are the ones where the discount hides a worse product or a better alternative is weeks away.

• Outgoing models at "deal" prices. A discounted older generation, such as the Echo Show 8 (2023) at £149.99 next to the newest Echo Show 8 at £179.99, is only a deal if the older spec is enough.
• Brand-new games. Grand Theft Auto VI launches on 19 November 2026 with a £69.99 Standard Edition RRP, and the PS5 version is £67.95 to pre-order on Amazon UK at the time of writing. Games released that month rarely see deep cuts on Black Friday. Weigh up console timing in best console for GTA 6.
• Padded bundles.A console or TV bundle with a cheap cable, a case and a month of a subscription can carry a bigger "saving" figure than a straight price cut while costing more.
• Unknown Marketplace sellers. Imported stock can arrive with a non-UK plug, a region-specific warranty or a different model number.

Verdict

Amazon Black Friday 2026 is not yet dated, but Black Friday is Friday 27 November, Cyber Monday is 30 November, and Amazon's UK sale has opened the week before Black Friday for three years running. Prime Big Deal Days on 6 and 7 October is the first checkpoint. The best-value targets on the watchlist are Amazon's own devices, led by the Fire TV Stick 4K Max at a £41.99 target, and the PlayStation 5 at £479.00 if Sony repeats its £90 cut. The AirPods Pro 3 are the warning case: judge any deal against £175, their July 2026 price, not the £200.00 they cost today.