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Amazon's 'Black Friday' Deals Have Already Started, Three Weeks Early

by Krystina Gustafson, CNBC /

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Amazon is doubling down on the number of limited-time "lightning deals" it will push out to shoppers during the key holiday shopping season.

The online retail giant said Monday that it will offer 30,000 of these so-called lightning deals, twice as many as last year. The move is one piece of Amazon's early Black Friday sales event, which starts Monday and runs through Dec. 22. The company has its sights set on growing revenue by up to 25 percent in the fourth quarter.

Read More from CNBC: Inside Amazon: Wrestling Big Ideas in a Bruising Workplace

Amazon said the deals will be for products that are on shoppers' wish lists and include electronics, toys and jewelry. The company received some backlash from shoppers after its first Prime Day in July, when prices were cut on seemingly random items such as hair dryers.

Regardless, Prime Day set a high bar for Amazon to beat, as more units were sold that day than on its biggest Black Friday ever.

"Shoppers come to Amazon to discover the best deals on the best gifts," said Steve Shure, vice president of Amazon consumer marketing.

Among those deals are 30 percent off a Sony 55-inch 4K television with Blu-ray player, and up to 50 percent off certain home automation products. While Amazon would not yet share how often its lightning deals will occur, it did say that Prime members would receive 30-minute early access.

Amazon's Black Friday kickoff comes one day after Wal-Mart and Target began their big holiday pushes. It's also roughly two weeks after Amazon said it would hire 100,000 temporary workers this holiday season, an increase of 25 percent compared to last year.

Read More from CNBC: Is Amazon Going to Slip Into Its Own Line of Clothing?

Online sales growth is once again expected to outpace overall revenue trends, with Adobe last week predicting that online sales will increase 11 percent in November and December to reach $83 billion. That compares to the National Retail Federation's forecast that overall sales will rise 3.7 percent to $630.7 billion.

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