Amazon starts Black Friday sale today, lasts 50 days

Since around half of consumers do holiday shopping before the Thanksgiving weekend, it's important for retailers to find ways to attract shoppers and compete with rivals, Fortune reports.

Amazon.com shares are declining 0.51% to $622.71 on Monday.

With hottest items out there for customers, another exciting addition is the Electronics Holiday Gift Guide and Gift Finder tool that will organize all items by category and gift recipient and help customers to discover the relevant gift for everyone on their list.

Amazon calls this "the countdown to Black Friday", with "tens of thousands" of deals on items including electronics, clothing and toys. However, the real Black Friday is around the corner, and Amazon is changing up the game this year.

According to reports, Amazon's Black Friday deals are always a hit. Amazon's deals are listed already as a "countdown" to the actual shopping day (or week), while Walmart rollback deals have also started early. By opening those sales first to Prime customers, it appears Amazon is trying to give deal-hunters a reason to try its membership program.

A few of the Black Friday deals Amazon is teasing include the Motorola Moto X for $199.99, "Metal Gear Solid V: The Phantom Pain" for $39.99, and 30% off the Sony's XBR55X900c 55-inch 4K Ultra HD TV-which also comes with a Blue-ray player. Amazon has even sweetened things a bit for the more regular customers.

The company said it'd " the savings a little early", adding, "We're counting down to the big day with even more deals, all day, every day".

Amazon stated in a press release today that they are launching a Black Friday Deals store starting today and continuing until December 22. The company's deals are on computers, hard drives, headphones and speakers.