Online retailer giant Amazon has kicked off its Black Friday Deals Week 2012 in the UK, as a result of which the company will offer new deals every 15 minutes all through the day, till Sunday, November 25.

With `Black Friday' characteristically a US phenomena which has retailers coming up with exceptional discounts in time- and quantity-restricted deals, thereby triggering the year-end holiday shopping season, Amazon's UK Black Friday Deals Week will run on the retailer's Today's Deals; and there will be more than 1,000 Lightning Deals on a few of the best products sold by the company.

As a part of its Black Friday Deals Week, Amazon. co. uk will offer an up to 40 percent discount on its over 1,000 products; which means that the Amazon sale this year round will be two-fold bigger than its Black Friday promotion in 2011.

About the benefits of the Black Friday Deal Week from the consumers perspective, Christopher North - managing director of Amazon. co. uk - said that the discounts offered during the Black Friday promotion underscore saving of "millions of pounds" on a horde of items, which include Christmas gifts as well as daily-use products.

North further added: "From electric toothbrushes to the must-have video game or cookery book, it's a great opportunity for customers to make savings on things they want for themselves as well as gifts for others."