Amazon is already offering Black Friday sales.
The company debuted its Black Friday Deals portal on Wednesday, more than three weeks before the traditional start to the holiday sales bonanza.
The store, which features “tens of thousands” of items will be open through December 22.
While early deals are already available, the company will continue to offer more items during its “countdown to Black Friday deals week.”
A few of the deals include 30% off a 55-inch Sony 4K Ultra HD TV with a Blu-ray Player and $170 off a Sony Alpha a6000 Mirrorless digital camera. Construction toys, including K’NEX and Magformer, will go on sale for 40% off.
Amazon Prime customers gain early access to the deals, receiving a full 30 minutes to buy ahead of their fellow non-Prime shoppers.
A Prime membership costs $99 a year.
Amazon’s Black Friday Deals portal is likely to overshadow Macy’s which announced some stores will open at 6:00 pm on Thanksgiving Day.
Online sales are expected to increase 11% from 2014, causing further headaches for an already struggling retail segment.
REI has taken a different approach, announcing that it will not be open on Thanksgiving or Black Friday. Instead, it’s paying its workers and encouraging consumers to spend the day outdoors.
This is technically Amazon’s second Black Friday sale, they also held one in July.