UK workers at Amazon.com Inc's (NASDAQ:AMZN) Coventry site are planning to strike for four days around Black Friday sales day next month.
Earlier in the week, the GMB union said a new pay offer was "little comfort" for workers and the online retailer "must do better".
From 15 October, the US$1.3 trillion group said starting pay for 'frontline operations' employees will rise to £11.80-£12.50 per hour, depending on location, for all full-time, part-time, temporary and seasonal roles, then from April increase to £12.30-13 per hour.
Rachel Fagan, GMB organiser, said the announcement "will bring little comfort to the thousands of Amazon workers facing poverty pay, unsafe working conditions and workplace surveillance.
"Amazon has spent millions fighting their own workers over union rights and fair pay.
"GMB members have forced a pay rise from one of the world’s most powerful corporations - but Amazon can and must do better."
The strikes will take place on 7, 8 and 9 November, and again on Friday 24 November, known as Black Friday.
In January, workers went on the first strike the US company has faced in the UK.
The strike day on Black Friday is part of the coordinated Make Amazon Pay event that will see industrial action take place around the world.
This campaign, which demands Amazon pays its workers, pays proper taxes and pays for its environmental damage, has for the past three years held global days of industrial action on Black Friday, featuring strikes and protests in over 35 countries.
A summit of workers, unions, regulators and parliamentarians from at least 20 countries will also be held in Manchester on 27 and 28 October.