Amazon Prime Day: The deals you can get today and how Walmart is fighting back

Amazon’s self-invented shopping holiday — known as “Amazon Prime Day” — is almost here, and the company is already giving us some previews of the deals it will be offering.

The second annual Amazon Prime Day (let’s just call it APD, shall we?) starts at midnight on the West Coast. Basically, it offers a huge range of special deals to people who have subscribed to Amazon’s Prime service, which includes free shipping, video streaming, and music streaming for an annual fee of $99.

The good news: Non-members can still get all the deals today just by signing up for a free 30-day trial.

Meanwhile, as the clock ticks down, Amazon has sent along a preview of some of the deals it will be offering today. You can see the full preview list here. But these are some notable tech deals:

• 2016 Model – Samsung UN55KU6600 Premium Curved 55-Inch 4K Ultra HD Smart TV for $650 – Amazon Exclusive
• 2016 Model – Samsung UN55KU6300 55-Inch 4K Ultra HD Smart TV for $550 – This is not the 2015 Black Friday model that other retailers are clearing out
• VIZIO 2.1 Channel Sound Stand for $90
• VIZIO 5.1 Channel Sound Bar for $200
• Samsung Curved 3D Blu-ray Player for $50
• RIF6 Cube 2-Inch Mobile Projector for $190
• There’s even a special section just for deals on televisions.

Not surprisingly, Amazon plans to use the day to heavily promote its own products to Amazon Prime members. Deals here include:

• Fire tablet, starting at $33
• Save $50 on Amazon Echo
• Save $30 on Amazon Fire TV
• Save $15 on Fire TV Stick
• Save $30 on Kindle Paperwhite
• And members can save more if they order via Alexa.

Be warned, while you still have a few hours to prepare yourself, don’t wait too long. Or if you’re in the U.S., don’t go to sleep. Because these deals may get sold out quickly.

“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 of Amazon Prime, in a statement. “While the inventory behind our Prime Day deals this year is massive, at these prices, we expect many deals will still sell quickly.”

Meanwhile, rival Walmart is not taking this aggressive promotion lying down in the Arkansas swampland.

Walmart has already been offering a “Rollbacks” promotion since July 1. Yesterday, the company announced it would offer free shipping on online orders through Friday.

Together, the two rivals have given us a summer frenzy of consumerism that will hopefully tide us over until Black Friday arrives in November.