Amazon's Black Friday Deals Begin With Price of Kindle Fire HDX Cut by £100

Amazon is looking to make the most of the hype surrounding Black Friday and Cyber Monday as it begins a week of price cuts across the huge range of items it sells, from toys to whisky - beginning with significant price cuts to its own range of Kindle Fire tablets.

Kicking things off, Amazon has cut the price of its 7in Kindle Fire HDX tablet range by £100 meaning the entry level model (with 16GB storage) will cost you less than £100.

The 7in Kindle Fire HDX has been on sale in the UK since the beginning of the year and features a Full HD screen, powerful performance and a forked version of Android which promotes Amazon's own services over the Google Play Store.

Below are the offers now available on Amazon's UK website:

• Kindle Fire HDX 7" 16GB Wi-Fi: £99
• Kindle Fire HDX 7" 16GB Wi-Fi+4G/3G: £119
• Kindle Fire HDX 7" 32GB Wi-Fi: £129
• Kindle Fire HDX 7" 32GB Wi-Fi+4G/3G: £149
• Kindle Fire HDX 7" 64GB Wi-Fi: £159
• Kindle Fire HDX 7" 64GB Wi-Fi+4G/3G: £179

"This will be our biggest-ever Black Friday Deals Week, and £100 off HDX 7in is a great way to kick it off," said Jorrit Van der Meulen, Vice President, Kindle EU. "Kindle Fire HDX 7in is one of our most popular tablets. With £100 off every model our customers can get incredible value."

While Black Friday is typically a US tradition, falling on the Friday after Thanksgiving, it has become much bigger event in the UK in the last few years, and all major retailers (both offline and online) running long lists of special offers beginning at midnight on Thursday night.

Running from today, until Sunday, 30 November, Amazon's Black Friday Deals Week is set to be the busiest sales week ever for the UK version of the site, with over 3,000 'Lightning Deals' – a limited amount of a product sold at a discount, for a limited period of time – being releasing new offers every 10 minutes throughout the week.