Summer Black Friday: Event from Amazon rival Joybuy - what is new shopping site?
Amazon’s shopping website rival Joybuy is launching a Summer Black Friday event including brands such as Apple, De'Longhi, Emma, LEGO, Lenovo, L'Oréal, Midea, Philips, Samsung and more.
New Amazon rival shopping site Joybuy - part of JD.com - has announced its first Summer Black Friday event, set to kick off next week. Running from June 15 to 30, Joybuy's Summer Black Friday aims to give shoppers the chance to land deals in the middle of the year - instead of waiting for the more traditional sales ahead of the peak Christmas season, in November.
According to a new survey of 2,000 UK adults by the retailer, almost half of shoppers want a Black Friday in the summer, highlighting a broader demand for market competition amid a cost-of-living crisis. In the poll, almost two-thirds (65%) of respondents said more competition between online shops drives better value for consumers, while more than a third (36%) warned retailers are not doing enough to attract customers by offering good service and competitive pricing.
In response Joybuy, which is seen as a rival to the US online shopping giant Amazon and Chinese monolith Temu, has introduced the new annual shopping event it says is “built around great value, trusted local and international brands and fast, reliable delivery”.
Bosses said shoppers will find “some of Joybuy's lowest prices of the year so far” during the event, including on brands such as Apple, De'Longhi, Emma, LEGO, Lenovo, L'Oréal, Midea, Philips, Samsung and more. In a subtle swipe at Amazon, the retailer highlighted how the Summer Black Friday sale is open to everyone, with no subscription required.
The sale gets underway in the UK, Germany, the Netherlands, France, Belgium and Luxembourg on Monday (June 15).
A spokesperson said: "Joybuy promised to shake up the market - and this is what we are doing by bringing the first nationwide Summer Black Friday by a multi-brand retailer to the UK. Why wait until November to shop smarter? With Summer Black Friday, we're disrupting the shopping calendar and bringing one of the biggest global shopping moments to the UK.
“It's about giving customers great deals on the brands they love, backed by fast, reliable delivery and a joyful shopping experience, at a time hard-working people need it most.”
Deals set to be on offer include price reductions on TVs and audio-visual goods as the Football World Cup gets underway, with a Double 11 delivery option meaning customers who order by 11am can receive their items before 11pm the same day in some areas, with next-day delivery available nationwide.
Orders over £29 automatically qualify for free delivery, with no additional fees for same-day delivery, which is already available across Greater London, Birmingham, Leicester, Nottingham, Oxford and Cambridge.
What is Joybuy - the new Amazon rival?
Launched in the UK in 2026, Joybuy is seen as a new rival to online retail giant Amazon. It is owned by Chinese e-commerce giant JD.com, which ranks among the world’s largest online retailers, and targets products traditionally popular among Amazon shoppers, including electronics, home appliances, beauty items, groceries, toys, and household goods.
While seen as a smaller, outside entrant to the retail market online, Joybuy is owned by JD.com, which rivals Amazon in more ways than one, running massive healthcare, telemedicine, logistics and supply-chain operations in China and beyond, as well as a cloud computing arm, rivalling Amazon’s AWS, and a property company managing logistics parks and warehouses.
The scale of the operation means - unlike another rival, Temu - Joybuy’s stock is distributed from UK warehouses, meaning customers can rely on more prompt and accurate estimates of delivery, including same-day arrivals in some areas.