As always, Amazon will offer a mix of all-day discounts and "Lightning Deals", which are only available for a limited amount of time - or until the product sells out.
In an exciting twist on this year's sale, there are now new ways to shop.
Amazon hopes to boost sales and add new Prime members along the way. The best guess is that it will run through the holiday season until a week or so before Christmas-while Amazon can still guarantee delivery by the holiday. For instance, Amazon's non-Prime free shipping program includes hundreds of millions of items, far more than Walmart's entire online selection of over 75 million.
Most of this year's sales growth is likely to come from online purchases.
And Prime members will be able to take advantage of Prime Wardrobe which is essentially a try before you buy service from the retail giant.
In recent months, Amazon has extended same-day delivery from Whole Foods through Prime Now to more than 60 cities.
Amazon won't be sidelined by brick and mortar stores this holiday.
USA online retail sales in November and December will rise 14.8 percent, to $124 billion, software maker Adobe said last week in a forecast based on data from 80 of the 100 largest online retailers.
Furthermore, Amazon has declared "this year there will be even more prize giveaways, workshops, VIP experiences and product sampling, offering something for all the family".
The Amazon.co.uk Black Friday Sale will run from November 16 to November 25, with literally thousands of deals on the latest consumer electronics and Amazon devices as well as on toys, games, fashion, jewellery, beauty, homeware, and basically everything you could ever want.