Amazon UK said Black Friday (27th November) this year was its busiest day ever, as it sold around 86 items per second.
Orders were up 40% compared to Black Friday 2014, as more than 7.4m orders were placed with the online retailer this year, compared to 5.5m last year.
Throughout the Black Friday week, which started at midnight on Monday 23rd November, Amazon UK offered an average discount of 40% on all items through a mixture of “lightening deals” (discounts on a limited number of products for a short time) and “deals of the day” (discounts on certain products for a 24-hour period). New lightening deals were created every 10 minutes.
“Throughout the year, we have been investing in more distribution centres and hiring many more great people in anticipation of our biggest Christmas period ever and, in particular, our biggest ever Black Friday. We are delighted that millions of customers loved the deals on offer,” said Christopher North, m.d. of Amazon.co.uk.
Amazon offered heavy discounts on its Fire products, including the Fire tablet, which was discounted to £34.99, the Fire TV Stick (£24.99) and the Fire Kids tablet (£69.99). Other popular deals included Sony PlayStation 4 and Xbox One console bundles, Le Creuset cookware, Paco Rabanne fragrances and Star Wars toys.
Customers in London, Birmingham and Newcastle were able to purchase bargains through Prime Now, which offers one-hour delivery to Prime customers.
The number of small and medium-sized businesses who used Fulfilment by Amazon (FBA), a service where Amazon stores, picks, packs and delivers items, was also up, increasing 70% compared to last year.
Amazon said it is expecting its “biggest Christmas on record” and has opened two new fulfilment centres in Dunstable and Doncaster in preparation.
Publishers also rolled out deal on Black Friday, with HarperCollins offering 50% off many of titles. Bookshops, meanwhile, enticed customers into stores with "Civilised Saturday" promotions as the "anitdote" to the "mayhem" of Black Friday.