The Sun found seven popular products that had their prices cut in today's Black Friday sale, which shoppers could have got for less in the past.
It's not the first time Amazon has been slammed for mis-selling.
A 2016 probe by The Sun found the online retail giant exaggerated the savings it offers on products by up to 500 per cent.
Meanwhile, shopping website Latestdeals.co.uk found that Amazon was claiming far larger savings by discounting against its own recommended price of products.
But it isn't just Amazon shoppers should watch out for. Data from deals website Lovethesales compiled for The Sun reveals that retailers including Littlewoods and Very are also selling items that were cheaper before Black Friday.
How to make sure you get the best deal on Amazon Black Friday
- Check CamelCamelCamel to check the product's price history to see if you really are getting a good deal, or whether you could get a better one later if you held out. You can also set up price alerts to let you know when the cost drops.
- Use FakeSpot to check whether the item is genuine or not. The site scans the reviews to see if they're "reliable" or not so you can decide whther you trust the seller.
- Sign up to the 30 day Amazon Prime trial to take advantage of the Lightning Deals and free delivery. But remember to cancel the subscription before the trial is up or you'll be charged the full £79.
- Put the items you want in your basket ahead of Black Friday so that when the deals drop on November 24, all you'll have to do is pay.
Black Friday is a US shopping phenomenon that's travelled across the pond in recent years to the UK.
It always traditionally takes place the day after the US celebration of Thanksgiving.
But our research highlights that just because a retailer has a sale on, it doesn't mean you're getting the best deal.
It's important to use online tools to check how much items have been sold for in the past. This way you'll always know whether you're getting the best deal.
Here's what we found:
Hasbro Twister Game
Now: £7.50. Cheapest ever price: £4.96 (33 per cent less)
Twister is a classic game for all the family, which Amazon has supposedly reduced in today's Black Friday sale from £10.99 to £7.50.
But when we were on Amazon's website just yesterday, we saw you could get your hands on the boardgame for £4.96 – 33 per cent less than today's 'sale' price.
Moët & Chandon Impérial Brut NV Gift Box, 75 cl
Now £25.99 Cheapest every price: £19.99 (23 per cent less)
A bottle of bubbly may float your boat and it's currently on sale at Amazon for £25.99 down from £34.
But shoppers won't be pleased to find they could have snapped it up for nearly a quarter less at £19.99 in December 2015.
Burt's Bees Essential Body Kit
Now: £7.79 Cheapest ever price: £6.49 (20 per cent less)
This Burt's Bees gift set could make a nice Christmas present and Amazon has it on sale today for £7.79 down from £12.98.
But shoppers could have nabbed it for 13 per cent less at £6.49 back in December 2015.
Bosch PSB 1800 LI-2 Cordless Combi Drill with two 18 v lithium ion batteries
Now: £59.99 Cheapest ever price: £49.99 (17 per cent less)
Those looking to do a spot of DIY can pick up a Bosch drill on sale for £59.99 down from £79.99.
But Amazon was selling the item for £10 less at £49.99 in last year's Black Friday sale on 24 November 2017.
Fisher Price Rainforest Friends 3in1 musical activity gym, newborn baby play mat with music and sounds
Now: £18.69 Cheapest ever price: £15.53 (17 per cent less)
Parents or family members looking for gifts for babies this Christmas can get a discount on a Fisher Price play mat, which Amazon has discounted to £18.69 from £23.99.
But you could have got the same item for 17 per cent less on Amazon in November 2016.
Instant Pot electric pressure cooker
Now: £79.99 Cheapest ever price: £69.99 (13 per cent less)
People looking to stock up on kitchen items in today's Black Friday sale will find Amazon has cut the price of its Instantpot electric pressure cooker from £119.30 to £79.99.
But you could have bought the exact same pot for 13 per cent less in November 2016.
The Lion King DVD
Now: £5.59 Cheapest ever price: £5.49 (2 per cent less)
Disney's iconic movie is a must-have for families and Amazon has it in its Black Friday sale for £5.59 down from £6.99.
But if you bough the same DVD from Amazon back in December 2016, it would have cost you 10p less than today's "sale" price at £5.49.
Find our 'Best Black Friday deals' pages below
- Beauty
- Fashion and footwear
- Food and alcohol
- Gaming
- Home and garden
- Toys
- Tech
- Travel
Other retailers up to Black Friday tricks include Littlewoods, Smyths, and Very. Here are some dud deals website Lovethesales compiled for The Sun:
- Hatchimals Mystery Egg: Very is selling this today for £44.99 down from £59.99. But it was selling the children's toy for £39.99 earlier this month – 11 per cent less.
- Boxer Interactive Robot: Littlewoods is selling this toy for £82.53 down from £99.99 today. But last month the retailer was selling it for £79.99 – 3 per cent less.
- Cleudo: Smyths Toys has a Black Friday "deal" on Cluedo, which has seen its price fall from £20.99 to £13.49. But our price tracking reveals the boardgame has been at this lower price for the whole of the past month.
The Sun has contacted all the retailers involved and will update this story if we get a response.
But Amazon does have some good deals this Black Friday. We've rounded-up its top alcohol deals including champagne, whisky, vodka, gin and rum.
Meanwhile, Morrisons' Black Friday 2018 deals include a massive box of Yorkshire and Tetley tea for a bargain price.
Shopping centres in Leeds, Birmingham and Glasgow have been empty so far this Black Friday, while online shoppers have been left frustrated after websites crashed and retailers ran out of deals.
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