Amazon set up a Black Friday storefront on its website to release deals that count up to the biggest shopping day of the year.
The online retailer features a "lightning deals" section that allows customers to see products about to be placed on sale. It also counts down the time leading up to featured deals. Thursday's items are a Calvin Klein men's coat, 32 GB Class 10 memory card and a mysterious camera case.
The discounted deals will change throughout the day, luring online shoppers back to the website so they do not miss a bargain. Amazon said it would offer sales on items such as electronics, magazine subscriptions, clothing, shoes, jewelry and even groceries.
"When it comes to holiday gift shopping there are three things customers want: low prices, items to be in-stock and ready to ship, and a convenient shopping experience," said Sally Fouts, spokesperson for Amazon.
The website has also said it will be kicking off a week worth of deals on Nov. 27 to celebrate Cyber Monday, the biggest online shopping day of the year.
In the past few weeks, retailers have scrambled to find ways to maximize their sales on the day after Thanksgiving.
Macy's, Kohl's, Target and Toys R Us have all announced they will be opening their doors at midnight.
Walmart has made a move similar to Amazon by revealing sneak peeks at their Black Friday deals to those who sign up at their website or through their Facebook profile. The retailer will be offering deals on electronics, toys and clothes.
Walmart has also announced "Super Saturday" where the company will launch deals for each upcoming week until Black Friday.
This Saturday Walmart is offering discounts on 42-inch Sanyo LCD televisions, color Nook eBook readers and Xbox 360 250 GB consoles.