Amazon’s 12 days of sales … but are its prices best?

AMAZON launches a 12-day sales blitz today ahead of Black Friday – promising to undercut the high street massively.

But there is scepticism about the size of the claimed savings, with some research suggesting the online shopping giant is not the cheapest option.

Amazon is putting the squeeze on traditional stores by extending its Black Friday sales event from last year’s five days to 12.

It has been instrumental in bringing the US sales phenomenon of Black Friday – the day after Thanksgiving – to Britain.

Amazon’s deals include a £400 saving on a Sony Bravia 65in Android 4K HDR Ultra HD smart TV, which is down to £1,299m, and a £70 saving on a pair of Bang & Olufsen Beoplay H3 ANC headphones, which is down to £109.99.

However, research found that an Audio-Technica LP60 USB record turntable was offered by three retailers at £129 on Amazon on Thursday – the lowest price on the website – but it could be bought for £99.99 at John Lewis.

Nottingham HiFi Centre, one of the retailers pricing the turntable at £129 on Amazon, was selling the product for £99 on its own website, The Sunday Times said.