Amazon's U.K. store has launched a Black Friday Deals Week promotion in the U.K., although there has been some backlash from consumers in response to the limited quantities on offer.

Amazon's importation of the Black Friday concept for Nov. 22-26 is slightly baffling: there is no particular shopping season launching in the U.K. this week and of course there is no Thanksgiving Day. The Christmas shopping period is already underway.

The move has not been a complete success with Amazon customers posting negative comments online about the nature of the lightning sales. Susan Boyle's "The Gift" and Take That's "Progress" were on offer for £1 ($1.60) on Nov. 22 but the allocation of albums on offer was snapped up in less than a minute, leaving many disappointed. The Advertising Standards Authority said retailers have to ensure there is a reasonable number of products available at the low price.

Brian McBride, managing director of Amazon.co.uk, said the demand was "incredible" and stressed that there would be hundreds of deal across the week.

Music is not the most prominent among the Black Friday offers. Today (Nov. 24) the only music release offered at 11am ET is a deluxe edition of the Rolling Stones' "Exile on Main St" for sale at 2pm ET, with the price to be confirmed

But the Black Friday promotion also includes an ongoing two-for-one MP3 offer on top 40 albums by acts including JLS, Mumford & Sons, Cee Lo Green, James Blunt and the Script.