Amazon opens Black Friday pop-up shop in Soho

Amazon has opened a pop-up shop in London's Soho Square ahead of its Black Friday sale on 24th November.

The 3,000 sq ft shop is designed to "look and feel like a home" and contains a kitchen, living room, bedroom, gaming zone, kids room, and a creative area. Visitors will be able to take part in workshops and win prizes and there will also be a number of special guests, said the retailer.

Customers will also be able to try electronics, toys, jewellery, and beauty products that will go on sale on Black Friday.

Visitors to the shop will not be able to purchase anything directly, instead customers will be able to shop the curated products on display using the scan and buy function within the Amazon app. A dedicated Prime Now delivery area will be in the lobby of the venue, enabling shoppers to have their Black Friday deal purchases available on Prime Now delivered to the pop up within two hours.

Books that are included in Black Friday deals will be uploaded to Kindles on display at the shop. Codes will be present to direct visitors to the books' respective pages on Amazon via the app.

Doug Gurr, country manager of Amazon.co.uk, said: "We are showcasing some of our biggest and best Black Friday deals — which will be shoppable through our app — as well as offering some fantastic sampling experiences and interactive workshops with some of our Marketplace and Handmade sellers.

"We really hope visitors to the pop-up will have a great time and make a good start on their Christmas shopping, if not finish it, while they're here."

Although Amazon has yet to launch a physical shop in the UK, the retailer opened a physical bookstore in Seattle in 2015, followed by further shops in San Diego and Portland. Another is set to launch in New York City this spring. Earlier this year, it was reported that Amazon has begun searching for high street locations in central London.

The London pop-up store will be open to the public from 21st November to 24th November.