Two European retailers are level at the top: Joybuy (Germany) and Amazon.nl both sell LEGO at a median 30.0% below RRP — Joybuy across 207 in-production sets, Amazon.nl across 176 — with Steinehelden (29.1%) right behind. Amazon.nl holds the lowest price in Europe on 30.1% of the sets it lists, Joybuy on 28.0% and Steinehelden on 25.4%. LEGO.com sells at RRP — a median discount of 0% in every eurozone store we track.
That is measured on 3 October 2026, from live prices at 33 European retailers.
Corrected on 3 October 2026. The first version of this article, published a day earlier, put Joybuy clearly ahead (31.2%, cheapest on 41.9% of its range). Those figures came from a Joybuy price feed that had stopped updating on 24 August; with current prices Joybuy and Amazon.nl are level. The Joybuy France, Supra Bazar and LEGO.com rows were re-measured for the same reason, and every other row was recalculated on the same day.
One thing we cannot tell you: who had the best LEGO Black Friday discounts last year. BrickPrice started recording prices in January 2026, so November 2025 is not in our data, and we will not reconstruct it from memory or from other sites' round-ups. What follows is what the prices say today — which is the best evidence available for who will be worth watching on 27 November 2026.
Median LEGO discount by retailer
Every in-production LEGO set with a known European RRP, priced in euros, refreshed within the last 30 days. Only retailers with at least 150 comparable sets are ranked.
| # | Retailer | Country | Sets compared | Median discount vs RRP | Sets at 20%+ off | Cheapest in Europe on |
|---|---|---|---|---|---|---|
| 1 | Joybuy | 🇩🇪 DE | 207 | 30.0% | 91.8% | 28.0% |
| 2 | Amazon.nl | 🇳🇱 NL | 176 | 30.0% | 95.5% | 30.1% |
| 3 | Steinehelden | 🇩🇪 DE | 339 | 29.1% | 90.9% | 25.4% |
| 4 | Alternate | 🇫🇷 FR | 191 | 27.0% | 90.1% | 5.8% |
| 5 | Joybuy | 🇫🇷 FR | 159 | 23.4% | 79.9% | 18.2% |
| 6 | Goodbricks | 🇳🇱 NL | 185 | 21.7% | 78.9% | 1.6% |
| 7 | VSR Spielwaren | 🇩🇪 DE | 425 | 21.4% | 61.9% | 15.1% |
| 8 | Toys4kids12 | 🇦🇹 AT | 357 | 20.5% | 68.6% | 18.5% |
| 9 | Cdiscount | 🇫🇷 FR | 233 | 20.2% | 53.2% | 17.2% |
| 10 | Brickmo | 🇩🇪 DE | 415 | 19.4% | 43.6% | 2.9% |
| 11 | Mister Bricks | 🇳🇱 NL | 347 | 16.1% | 17.9% | 1.4% |
| 12 | Proshop | 🇳🇱 NL | 389 | 14.4% | 23.7% | 3.3% |
| 13 | MediaMarkt | 🇳🇱 NL | 254 | 13.3% | 28.3% | 2.8% |
| 14 | Brickkampioen | 🇳🇱 NL | 201 | 12.1% | 18.9% | 7.0% |
| 15 | BrickFever | 🇳🇱 NL | 462 | 10.0% | 11.7% | 7.4% |
| 16 | Supra Bazar | 🇳🇱 NL | 258 | 10.0% | 0.4% | 0.0% |
| 17 | bol | 🇳🇱 NL | 623 | 0.1% | 30.5% | 18.5% |
| 18 | DreamLand | 🇳🇱 NL | 463 | 0.0% | 8.0% | 13.4% |
| 19 | Unieke Bricks | 🇳🇱 NL | 486 | 0.0% | 7.0% | 3.9% |
| 20 | Intertoys | 🇳🇱 NL | 284 | 0.0% | 0.4% | 3.9% |
| 21 | MediaMarkt | 🇩🇪 DE | 295 | 0.0% | 0.7% | 3.1% |
| 22 | BRICKshop | 🇳🇱 NL | 454 | 0.0% | 0.2% | 2.0% |
| 23 | LEGO.com | 🇩🇪 DE / 🇦🇹 AT / 🇮🇹 IT / 🇪🇸 ES / 🇫🇷 FR / 🇳🇱 NL | 340–351 | 0.0% | 0.3% | 7.6–8.1% |
| 24 | PCComponentes | 🇪🇸 ES | 156 | 3.5% above RRP | 8.3% | 3.2% |
| 25 | Coolshop | 🇳🇱 NL | 294 | 9.0% above RRP | 1.7% | 1.7% |
| 26 | Playpolis | 🇦🇹 AT | 255 | 13.3% above RRP | 2.7% | 0.4% |
| 27 | Miravia | 🇪🇸 ES | 334 | 17.5% above RRP | 0.3% | 0.3% |
| 28 | LEGO.com | 🇫🇮 FI | 341 | 19.6% above RRP | 0.0% | 0.6% |
See today's biggest LEGO discounts →
Retailers with fewer than 150 comparable sets are left out, which is why several large names — the other Amazon storefronts, Coolblue, Otto — are not in the table. That is a coverage limit, not a verdict on their prices.
Two different kinds of discounter
The median hides something the other two columns show.
Shops that discount everything. Joybuy Germany, Amazon.nl, Steinehelden and Alternate FR have 90% or more of their LEGO range at 20% off or better. You do not need to wait for a sale there; the sale is the normal price.
Shops that sell at RRP and spike. bol has a median discount of 0.1% — half its range is within cents of list price or above it — yet 30.5% of its sets are 20% or more off, and it is the cheapest store in Europe on 18.5% of what it lists. DreamLand is the same shape: 0% median, cheapest on 13.4%. These are the retailers where checking a specific set matters, because the average tells you nothing.
LEGO.com is the reference, not the bargain. Its median discount is 0% in every eurozone storefront, and only 0.3% of its range is 20% or more off. It is still the cheapest option on about 8% of sets, which is what you would expect for exclusives and brand-new releases that few other shops stock. Finland is the outlier: LEGO.com FI prices sit a median of 19.6% above the eurozone RRP.
What this means for Black Friday 2026
Black Friday falls on 27 November 2026. We do not have last year's prices to compare against, so treat this as reasoning from the table above, not as a forecast from history.
- The always-discounting shops have the least room to move. A store already 20% or more below RRP on nine sets in ten cannot cut much deeper across the board.
- The RRP-anchored shops are where a real event would show up. LEGO.com, MediaMarkt DE, Intertoys and BRICKshop sit at 0% today. If their numbers move in late November, that is a genuine Black Friday discount rather than a relabelled everyday price.
- A "Black Friday deal" is only a deal against the price before it. The useful check is whether the Black Friday price beats the lowest price the set has already reached — see the sets currently at their all-time low.
We are recording every tracked price through November and will publish the measured Black Friday 2026 results per retailer afterwards — the comparison this article cannot make for 2025.
Frequently asked questions
Which European retailer discounts LEGO the most?
On 3 October 2026, Joybuy Germany and Amazon.nl, level at a median 30.0% below RRP (across 207 and 176 in-production sets), followed by Steinehelden at 29.1%.
Does LEGO.com ever discount?
Rarely. Its median discount is 0% in every eurozone store we track, and 0.3% of its range is 20% or more off. Its advantage is exclusives, gift-with-purchase offers and new releases, not price.
Which retailers had the best LEGO Black Friday discounts last year?
We cannot say from our own data — BrickPrice began tracking in January 2026. We will publish measured per-retailer results for Black Friday 2026.
Is bol.com cheap for LEGO?
On average, no — its median discount is 0.1%. On specific sets, often yes: 30.5% of its range is 20% or more off and it is the cheapest store in Europe on 18.5% of the sets it lists.
Method: for each retailer, every in-production set (LEGO status "retail" or "retiring soon") with a known European RRP and a euro price refreshed in the last 30 days that the store does not mark as out of stock. Discount = (RRP − retailer price) ÷ RRP. Prices more than 5× or less than 0.2× the RRP are treated as mis-listings and dropped. "Cheapest in Europe on" is the share of that retailer's compared sets where its price equals the lowest tracked euro price for the set. Measured 3 October 2026.