By Jonathan Davies

Amazon has revealed plans to beat 'Black Friday' sales with its own discount shopping day, dubbed 'Prime Day'.

Black Friday sees retailers implement huge discounts, mainly on electrical items, on the Friday after Thanksgiving. It is a US tradition, but has been adopted by the UK in recent years.

Amazon says 'Prime Day', which takes place on Wednesday 15 July, will offer more deals, discounts and offers than Black Friday.

But only members of Amazon's £79 Prime service will have access to the discount

“We’re offering Prime members thousands of deals on Prime Day. In fact, in the UK we are offering more than double the number of deals that we offered last Black Friday,” said Christopher North, managing director at Amazon UK.

'Prime Day' comes a day before Amazon celebrates its 20th birthday.

The online retail said those who sign up for Amazon Prime before midnight on Tuesday 14 July will be allowed access to the offers and also receive a £20 discount on their subscription.

Amazon said "lightning deals" on things like electronics, toys, video games, clothing and beauty products will start every 10 minutes.

“Prime started as a one-day delivery benefit on a few million items back in 2007," said Mr North. "Since then we’ve increased selection to 10 million eligible items for one-day delivery and added unlimited streaming movies and TV episodes, unlimited cloud photo storage, and access to 800,000 Kindle books.

“Prime Day is the latest benefit for Prime members and you can expect us to add further benefits and features to this great service over time."