What is the Amazon Black Friday Price Guarantee?

Amazon Black Friday is one of the biggest shopping events of the year. With so many great deals to be had, it's important to know about Amazon's price guarantee so you can make sure you're getting the best possible price. Our discount hunters have been doing some research on how the price guarantee works and below is some of our findings:

Black Friday 2025: What’s New?

Amazon’s Black Friday 2025 will run from Friday 28th November, but deals are already expected to roll out earlier in November following the Prime Big Deal Days on 7–8 October. Shoppers should prepare for discounts across tech, home appliances, fashion and everyday essentials, with many offers lasting the full week rather than just the weekend.

What is the Amazon Black Friday Price Guarantee?

The Amazon Black Friday Price Guarantee is a promise from Amazon that if you purchase an eligible item on Amazon Black Friday and the price of the item is reduced by Amazon or a third-party seller on Amazon.co.uk, you will be refunded the difference. This guarantee applies to items purchased on Amazon Black Friday (November 28th, 2025) and the price must be reduced between November 28th, 2025, and December 31, 2025. This guarantee is not valid for purchases made on Amazon Marketplace, or on items sold by third-party sellers who do not participate in the Amazon Black Friday Price Guarantee. However, the guarantee will still apply even if you use one of our Amazon voucher codes.

Pre-Order Price Guarantee Explained

Amazon’s Pre-Order Price Guarantee applies year-round and is separate from Black Friday promotions. If you pre-order an item and the price drops before release day, you’ll automatically pay the lowest price offered during that period. This ensures you never overpay when ordering upcoming products such as books, games or new tech launches.

How do I get a refund?

To get a refund, you must contact Amazon customer service within 90 days of the purchase date. You will need to provide proof of purchase and the new price of the item.

What are some of the benefits of the Amazon Black Friday Price Guarantee?

• You can be sure that you're getting the best possible price on your purchases.
• You don't have to worry about tracking prices or monitoring sales.
• You can shop with confidence knowing that Amazon will take care of you if the price of an item is reduced.

What are some of the limitations of the Amazon Black Friday Price Guarantee?

• The Amazon Black Friday Price Guarantee is only valid for purchases made on Amazon Black Friday.
• The price must be reduced by Amazon or a third-party seller on Amazon.co.uk.
• The refund is limited to the amount of the price difference.

Is the Amazon Black Friday Price Guarantee worth it?

The Amazon Black Friday Price Guarantee is a great benefit that can save you money on your purchases. If you're planning to do a lot of shopping on Amazon Black Friday, it's definitely worth considering.

In addition to the Amazon Black Friday Price Guarantee, here are some other things to keep in mind when shopping on Amazon Black Friday:

• Shop early: The best deals tend to sell out quickly, so it's important to shop early.
• Do your research: Before you buy anything, make sure to do your research and compare prices.
• Sign up for Amazon Prime: Amazon Prime members get early access to Black Friday deals and free shipping.
• Use a credit card that offers cash back or rewards: This can help you save even more money on your purchases.

Does Amazon Offer Price Protection?

Amazon UK does not provide a general price protection policy. Once you buy an item, the price you pay is final unless the order is covered by a specific promotion such as the Pre-Order Price Guarantee or a limited Black Friday Price Promise badge. For most purchases, Amazon will not refund the difference if the price drops later.

Does Amazon Have a Price Match Guarantee?

Amazon UK does not currently match competitor prices. Unlike some retailers, there is no standing policy to adjust your order if another store lists the same product for less. Instead, Amazon focuses on offering competitive pricing directly on its own site.

Does Amazon Promise the Lowest Price?

There is no blanket “Lowest Price Guarantee” on Amazon UK. Prices change frequently and vary by seller. The only official assurance is the Pre-Order Price Guarantee, which ensures you pay the lowest price offered between order and release date on eligible pre-orders. Outside of that, shoppers should compare deals before buying.

How to Maximise Black Friday Savings on Amazon in 2025

Black Friday is no longer limited to one day, and Amazon will release deals throughout November. To save more this year:

• Check Lightning Deals and daily offers in the Amazon app.
• Add items to your wishlist to track price changes quickly.
• Use Subscribe & Save on essentials for extra discounts.
• Look for items marked with a Black Friday Price Promise badge.
• Stack your purchase with the latest Amazon voucher codes.

Extended Returns for Holiday Purchases

To support holiday shoppers, Amazon has a temporary policy: items bought between 1 November and 31 December are often returnable until 31 January of the following year (except in specific categories or brands). This gives extra flexibility and makes it easier to re-order a lower-priced item within that longer return window.

Amazon Black Friday Price Guarantee FAQs

Does Amazon UK price match other retailers?

No. Amazon UK does not offer a general price match policy against other stores. Prices are set dynamically, and shoppers are encouraged to compare before buying. [Amazon Help]

How does the Pre-Order Price Guarantee work?

If you pre-order an item and the price drops before release day, Amazon automatically charges you the lowest price offered during that period.

What happens if the price drops after Black Friday?

Amazon does not refund the difference on standard orders. Many shoppers choose to re-order at the lower price and return the higher-priced item within the holiday returns window.

Are third-party seller items included?

The Black Friday Price Promise only applies to items sold directly by Amazon and clearly marked with the promotion badge. Third-party items are excluded unless Amazon states otherwise.

Conclusion

The Amazon Black Friday Price Guarantee is a great way to save money on your purchases. By shopping early, doing your research, and taking advantage of Amazon's various price protection policies, you can be sure that you're getting the best possible price on your Black Friday purchases.

Additional Tips and Tricks for Amazon Black Friday Shopping

• Create an Amazon wish list: This will help you keep track of the items you want to buy and make the checkout process easier.
• Use Amazon's Deal Finder: This tool allows you to search for deals by category, price, and brand.
• Follow Amazon on social media: Amazon often announces new deals and promotions on social media.
• Use a voucher code: Use one of our Amazon voucher codes can enhance your savings and make your purchases more wallet friendly!

Authored by Julian House on 23rd November 2023 & updated on 2nd October 2025