Amazon's Black Friday sale lasts through Dec. 22

FILE - This Sept. 6, 2012, file photo, shows the Amazon logo in Santa Monica, Calif. Amazon reports financial results Thursday, Oct. 27, 2016. The company, which has been expanding its grocery delivery efforts for almost a decade, now wants you to order your turkey online this Thanksgiving. It’s just its latest effort to make its Prime subscription service a central part of food shopping the way it has for other consumer goods. (AP Photo/Reed Saxon, File)
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FILE - This Sept. 6, 2012, file photo, shows the Amazon logo in Santa Monica, Calif. Amazon reports financial results Thursday, Oct. 27, 2016. The company, which has been expanding its grocery delivery efforts for almost a decade, now wants you to order your turkey online this Thanksgiving. It’s just its latest effort to make its Prime subscription service a central part of food shopping the way it has for other consumer goods. (AP Photo/Reed Saxon, File)

Retail giant Amazon began its Black Friday sales early this year -- as in Tuesday, Nov. 1.

The online retailer kicked off the holiday gift-giving countdown by offering gift guides which feature suggestions on what to get for that person who has everything, and new deals posted every five minutes for items on its site.

Amazon has also created an alert system – "Watch-a-Deal" – to help customers keep track of bargains.

If you are a Prime member, you are eligible for additional deals, the company said. Prime members get a 20 percent discount on pre-order and new video games and two-day shipping. It costs $99 a year to become a prime member.

According to the National Retail Federation, the average American consumer will spend $935.58 during the holiday shopping season. More than half of that shopping, 56.5 percent, will be done online, the organization says.