Amazon Prime Day is in full-swing today, with the online retailer offering deep discounts across the entirety of the site. The deals began at midnight PT on Tuesday, July 12 and Prime members in the U.S. can find thousands of deals on almost every category throughout Amazon.

The company stated that there will be a 30% increase in Lightning Deals worldwide from small businesses and sellers over last year. Great news if you are looking for third-party items, as they should be more readily available than in the past. Anyone can participate in Prime Day, if you don’t have Amazon Prime you can just sign-up for a free 30-day trial at

“We are always working to make sure customers find incredibly low prices on Amazon. Prime Day is designed to go above and beyond for our Prime members,” said Greg Greeley, Vice President Amazon Prime. “While the inventory behind our Prime Day deals this year is massive, at these prices, we expect many deals will still sell quickly. I am especially excited about the deals on Amazon Devices like Amazon Echo, Amazon Fire TV, Fire TV Stick and Fire tablet – each one helps members enjoy the many benefits of Amazon Prime.”

Prime Day Deals Preview

In addition to tens of thousands of Lightning Deals throughout the day with new deals as often as every five minutes, members will find curated Spotlight Deals beginning at midnight. Below is a sneak peek of Prime Day deals.

2016 Model – Samsung UN55KU6600 Premium Curved 55-Inch 4K Ultra HD Smart TV for $649.99 – Amazon Exclusive and the 2016 Model – Samsung UN55KU6300 55-Inch 4K Ultra HD Smart TV for $549.99.

As for Amazon specific goods, customers can find the Fire tablet starting at just $33.33 Customers can also save $50 on Amazon Echo, $30 on Amazon Fire TV, $15 on Fire TV Stick, and save $30 on the popular Kindle Paperwhite.

Other deals include up to 50% off top toy brands including Nerf, Barbie, Fisher-Price and others. There will be deals up to 50% off electric shavers, hair tools, and beauty supplies. There is also 30% off clothing, shoes, jewelry, watches & other items, as well as  up to 60% off athletic shoes.

Other callouts include 65% off select Fast & Furious 7-movie collections on Blu-Ray and DVD, Coleman Road Trip Portable Grill LXE, 31% off Magnus Chase and the Gods of Asgard, Book 1: The Sword of Summer by Rick Riordan and huge discounts on “DOOM” the video game.

Customers can also get $25 back with $50 Luxury Beauty purchases, and save big on select DEWALT and BLACK+DECKER products all day.

Other hits include the VIZIO 2.1 Channel Sound Stand for $89.99, the VIZIO 5.1 Channel Sound Bar for $199.99, a Samsung Curved 3D Blu-ray Player for $49.99, and the RIF6 Cube 2-Inch Mobile Projector for $189.99.

You can also get $40 cash back on an Amazon Home Service of $75 or more, like House Cleaning or TV Wall Mounting.

If you’re looking to upgrade a TV, there will be lightning deals on top of the Samsung one we mentioned earlier. Those include a 43-Inch 4K Ultra HD Smart LED TV for $299.99, a 32-Inch 720p Roku Smart TV for $119.99, a 40-Inch 1080p LED TV for $139.99, a 32-Inch 720p LED TV for $99.99. Of course WHEN these deals will jump into the Lightning Deals is part of the shopping experience, so keep an eye on those countdowns.

Eager shoppers should start at the handy Prime Central page, where you can find easy to navigate categories before getting lost in the endless amount of deals and promotions. You can use the Prime Day home page as a good starting off point, bookmark it so you can find your way back with ease.