Amazon.co.uk Brings 'Black Friday' to the UK With Millions of Pounds of Savings on Hundreds of Must-Have Christmas Gifts Over Five Days of Incredible Deals

LUXEMBOURG, November 15, 2010 - From 22nd November, UK customers can experience 'Black Friday Deals Week'
featuring over 200 limited time deals on products including Nintendo Wii
consoles, Microsoft Xbox consoles, Sony TVs, Canon PowerShot cameras, Le
Creuset cookware, Toy Story Talking Buzz Lightyear Space Rangers, Harry
Potter Blu-ray box sets and much more…

Every year, towards the end of November, millions of shoppers on the
other side of the Atlantic take advantage of the massive savings offered by
retailers around 'Black Friday', the discount shopping day that follows
Thanksgiving in America. Now, Amazon.co.uk is bringing those incredible deals
to the UK with 'Black Friday Deals Week', five days of high discount, limited
time, limited quantity offers culminating on 'Black Friday' (26th November).

"For many years, shoppers in the US have enjoyed massive savings on great
products as a result of the 'Black Friday' phenomenon," said Brian McBride,
Managing Director, Amazon.co.uk Ltd. "Amazon is always looking to offer
exceptional value for money, especially in the run up to Christmas, and will
replicate that activity for the benefit of all customers here in the UK.
There will be some fantastic savings on must-have items."

'Black Friday' signals the start of the Christmas shopping period in the
US and it is reported that over $10bn was spent by shoppers in America on
'Black Friday' alone in 2009.

Offers on Amazon.co.uk will take the form of 'Lightning Deals' with a
limited quantity of an item being offered at a discount for a short period of
time. Once that quantity has been reached or the time limit elapses, the
'Lightning Deal' will end. There will be more than 200 great deals available
over the five day period including*:

    - Over 60% off Nintendo Wii Consoles
    - Over 60% off Flip Mino High Definition Camcorders
    - Over 60% off Microsoft Xbox consoles
    - Canon PowerShot Cameras at less than half price
    - Over 60% off Eternity Moment Eau de Parfum
    - Over 70% off Pearl Necklaces
    - Sony TVs at half price
    - Coronation Street Golden Anniversary Collection DVD at less than half
      price

*All discounts from RRP or Amazon.co.uk selling price

"The deals will come thick and fast so customers are advised to check
back regularly for significant discounts on items across all product
categories," continued Brian McBride.

Customers can keep track of all the deals by visiting
www.amazon.co.uk/blackfriday , by following Amazon.co.uk on Twitter
www.twitter.com/amazonUK or by visiting our Facebook page
www.facebook.com/amazonUK

About Amazon.co.uk Amazon.co.uk opened its virtual doors in October 1998
and strives to be Earth's most customer-centric company, where customers can
find and discover anything they might want to buy online, and endeavours to
offer its customers the lowest possible prices.

Amazon.co.uk and other sellers offer millions of new, refurbished and
used items in categories such as Baby, Books, Car & Motorbike, Clothing, DIY
& Tools, DVD, Electronics & Photo, Grocery, Health & Beauty, Home & Garden,
Jewellery, MP3, Music, Musical Instruments & DJ, Office, PC, Pet Supplies,
Shoes, Software, Sports & Leisure, Toys & Games, Video Games and Watches.

Kindle and Kindle 3G are the revolutionary portable readers that
wirelessly download books, magazines, newspapers, blogs and personal
documents to a crisp, high-resolution electronic ink display that looks and
reads like real paper. Kindle 3G utilises the same 3G wireless technology as
advanced mobile phones, so users never need to hunt for a Wi-Fi hotspot.
Kindle is the #1 bestselling product across the millions of items sold on
Amazon.com.

Amazon Web Services provides Amazon's developer customers with access to
in-the-cloud infrastructure services based on Amazon's own back-end
technology platform, which developers can use to enable virtually any type of
business.

Amazon.co.uk is a trading name for Amazon EU S.a.r.l, Amazon Services
Europe S.a.r.l and Amazon Media EU S.a.r.l. All three are wholly owned
subsidiaries of global online retailer Amazon.com, Inc (NASDAQ:AMZN), located
in Seattle, Washington.

Amazon and its affiliates operate websites, including www.amazon.com,
www.amazon.co.uk, www.amazon.de, www.amazon.co.jp,
www.amazon.fr, www.amazon.ca and www.amazon.cn. As
used herein, "Amazon.com," "we," "our" and similar terms include
Amazon.com, Inc., and its subsidiaries, unless the context indicates
otherwise.

Forward-Looking Statements This announcement contains forward-looking
statements within the meaning of Section 27A of the Securities Act of 1933
and Section 21E of the Securities Exchange Act of 1934. Actual results may
differ significantly from management's expectations. These forward-looking
statements involve risks and uncertainties that include, among others, risks
related to competition, management of growth, new products, services and
technologies, potential fluctuations in operating results, international
expansion, outcomes of legal proceedings and claims, fulfillment center
optimization, seasonality, commercial agreements, acquisitions and strategic
transactions, foreign exchange rates, system interruption, inventory,
government regulation and taxation, payments and fraud. More information
about factors that potentially could affect Amazon.com's financial results is
included in Amazon.com's filings with the Securities and Exchange Commission,
including its most recent Annual Report on Form 10-K and subsequent filings.

For further information please contact: Ben Howes, Amazon.co.uk Ltd, howes at amazon.co.uk, tel: +44(0)208-636-9280