15 November 2016 - Janet Bird
Ecommerce giant Amazon has decided to start the shopping phenomenon that is 'Black Friday' early - very early.
In fact, it began offering its Black Friday deals on November 14 in a bid to avoid the chaos that has previously characterised the event.
Since Amazon introduced Black Friday to the UK six years ago from the United States, it has grown rapidly to become one of the biggest shopping days of the retail year.
Last year, Amazon sold over 7.4 million items over the fourth Friday in November weekend, breaking all previous records.
But the event has become synonymous with chaos, with some retail websites overwhelmed by demand and fights breaking out in-store between shoppers desperate for a bargain.
Amazon is one of a number of retailers who are attempting to spread shopper spending out over a longer period to avoid such mayhem this year.
As well as doubling the number of money saving Black Friday offers this year, Amazon is also believed to have more than doubled its staff for the occasion, taking on more than 20,000 temporary workers.