Amazon is attempting to recreate the shopping frenzy that was Black Friday with a bumper day of sales and promotions for Prime members.
Amazon Prime Day has more deals up for grabs than the shopping day back in November which sparked fisticuffs in supermarkets and record sales.
Here are some of the best deals on offer so far, many of them with savings of 50 per cent.
PS4 (including PlayStation TV and PlayStation Plus) - now £329
Xbox One - now £329
FireTV stick - now £19
Kindle - now £39.99
Fire HD7 tablet - now £59
Lenovo touchscreen notebook - now £129.99
Microsoft Band - now £118.99
Bang and Olufsen headphones - now £44.99
Philips HD TV - now £293.99
The one-day only lightning deals, which are renewed every 10 minutes and are available for a limited time only, also include books, DVDs and games, beauty products, watches and jewellery.
Of course, you do have to sign up to the Prime service, if you're not a member already, at a cost of £79 a year.
Amazon may be excited about it, as are consumers bagging a bargain, but not everyone is joining the party.
While the imported phenomenon of Black Friday kept the rest of the UK's retailers on their toes last year, Prime Day has not spurred them to offer similar deals today.
Black Friday delivered Amazon its busiest shopping day ever in the UK, selling 64 items a second, and overall Brits spent billions.
However, many shops were left with a Black Friday hangover as shoppers' spending largely shifted from Christmas to the new deals holiday rather than increasing in the long-term.