Amazon unveils 'Black Friday Deals' store

The company launched the Black Friday Deals store to house the "tens of thousands" of deals that it will run through December 22.

Early deals are already available, and will regularly update during the "countdown to Black Friday deals week." Upcoming deals will include 30% off a 55-inch Sony 4K Ultra HD TV with a Blu-ray Player and $170 off a Sony Alpha a 6000 Mirrorless digital camera. Construction toys, including K'NEX and Magformer, will go on sale for 40% off.

Amazon Prime members can get their hands on some of the discounts 30 minutes earlier than other shoppers.

A Prime membership costs $99 a year.

The race is on among retailers to entice shoppers to spend as the biggest shopping season of the year heats up. Last week, Macy's announced some stores will open at 6:00 pm on Thanksgiving Day.

But more shoppers are expected to skip the stores all together this holiday season. According to Adobe's holiday shopping forecast, online sales are expected to increase 11% from 2014.

Not all retailers are getting in on the race. REI announced last month it will not be open on Thanksgiving or Black Friday. Instead, it's paying its workers and encouraging consumers to spend the day outdoors.

Amazon's recent attempt at a Black Friday-style sale in July earned the company some negative feedback from unhappy customers who felt the sale was over-hyped. On July 15, Amazon launched "Prime Day" which it had dubbed "a one-day only event filled with more deals than Black Friday."

Consumers complained on social media that the deals during the 24-hour sale sold out too quickly and weren't on desirable items. Still, the company told CNNMoney that order rates surpassed 2014 Black Friday.

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