Black Friday is nearly a month away but apparently Amazon didn’t get the memo. The e-commerce giant on Sunday kicked off its countdown to the year’s most recognized shopping day with a helping of daily and lightning deals to get consumers in the buying mood.

As we’ve come to expect from Amazon, the company is offering deals on thousands of products across a wide range of categories. A few examples include up to $70 off a Kindle Fire HDX 8.9, 59 percent off Sharp’s HE LC-60UD27U 60-inch 4K television which brings the price down to $1,299.99 and 71 percent off a Kingston 64GB Class 10 microSD card, yours for $18.99.

Early deals like these aren’t all that surprising, especially in today’s day and age where many do their shopping online. Companies like Amazon have really turned up the heat in recent years, putting pressure on traditional retailers like Walmart – which also launched Black Friday sales on November 1 – to revamp how they do business during the holidays.

Curiously enough, we’ve also seen a number of retailers take a stand against brick-and-mortar Black Friday sales that begin on Thanksgiving Day. GameStop and Staples have already said that they will remain closed in observance of the holiday and won’t open until 5 a.m. and 6 a.m. on Friday, respectively.

Something else you might not know about Black Friday – it’s not always the busiest shopping day of the year as we’ve been led to believe. The Saturday before Christmas ranks right up there with Black Friday.