Amazon works hard every day to offer low prices and fast delivery across our wide selection of products, whether it’s the Christmas shopping season or a regular day. We’re happy that, for four consecutive years, third-party analysis confirms that Amazon has the lowest online prices among leading UK retailers, with prices that were an average of 14% lower.

The independent study from Profitero confirmed that Amazon continues to offer the lowest prices by analysing the online prices of 18 leading UK retailers across more than 9,000 identical products. Amazon had the lowest prices of all UK retailers studied across 16 categories analysed—including everyday essentials and Christmas gifting categories such as toys, electronics, and fashion.

Beyond offering low prices with fast delivery across millions of products daily, we continue to find more ways to help customers save time and money. This festive season, Amazon’s Black Friday Week (17-27 November) deal event will offer deep discounts across popular brands and categories, including electronics, toys, home, fashion, beauty, and Amazon devices. To find the most up-to-date deals, visit amazon.co.uk/blackfriday.