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Treasure Truck An Amazon Treasure Truck.Amazon
  • Amazon is going to start driving its Treasure Truck around UK cities like London and Manchester.
  • The Treasure Truck will sell one item at a time.
  • Amazon said it wants to give customers the excitement people felt as children when they heard the ice-cream van coming.

Amazon announced on Friday that its much-loved “Treasure Truck” is coming to the UK.

The company will drive its Treasure Truck around different UK cities with one surprise product at a time — often at a discount. But you can’t just walk up to the truck with cash and expect to make a purchase. Customers must order a product through the Amazon app first, before going to collect it from the truck.

It’s a fun and engaging way for the company to sell products that people might be struggling to find elsewhere on the high street.

Amazon Treasure TruckThe British Amazon Treasure Truck.Amazon

“We all remember the sense of excitement we felt as children when we heard the jingle of the ice-cream van, and we hope to bring that same feeling with Treasure Truck,” said James Quick, head of Treasure Truck at Amazon.co.uk, in a statement.

“Every product has been cherry picked, from must-have Christmas presents to jaw-dropping offers, ensuring Treasure Truck will turn an ordinary day into something a bit more special. Savvy shoppers should sign up now to be the first in the know.”

The US tech giant didn’t give too much away on exact launch dates, but it said London and Manchester will be the first UK cities to host the truck.

In a press release Amazon there will be “occasional celebrity appearances, interactive games, [and] special seasonal events” on its Treasure Truck.

The Treasure Truck launched in Seattle in February 2016 and has since expanded to a further 24 US cities.

Items sold from it so far have included the sold-out SNES Classic, GoPro cameras with a 65% price reduction, and the latest Harry Potter book. The truck also sells local produce like fillet steaks, oysters, and fine wines.

Amazon is asking interested customers to text “truck'” to 87377 to find out when the truck will be live in their city. Business Insider did this and received the following message from Amazon: “Brilliant! Your next text from Treasure Truck will be an amazing offer! You can always reply STOP to cancel.”

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