Amazon.com has launched discounted rates on jewellery, apparels and various other products as part of its Black Friday Deals Store, for the three weeks of November that lead upto Black Friday. The retailer intends to tap the consumer need for low prices, convenient shopping ambiance and a strong inventory, which it believes is what consumers seek during holiday shopping, reports say.

Other products that will be part of the ‘discounted rates’ include cameras, video games, movies, tools, watches and more. The retailer has been offering its products at low rates everyday, but is optimistic that its new discounted rates will provide exceptional deals for their consumers.