Amazon.com kicked off its delayed 'Prime Day' on Tuesday (October 13).
The global marketing event will see 48 hours of promotions and is typically held in July to boost summer sales.
This year, though, it was delayed due to the global health crisis, and now happens during what will be an earlier holiday shopping season.
'Prime Day' offers discounts for members, and is key in how Amazon markets Prime - its fast-shipping and media-streaming service that encourages subscribers to shop more with the company.
This year Turkey and Brazil are added to the list of countries that get it.
Amazon isn't the only firm hosting promotions though - its U.S. rivals Walmart and Target are due to host events at the same time.
And online sales may prove critical for leading retailers this year, as the virus continues to keep shoppers away from stores.
Amazon has faced criticism, however, about the effect Prime Day has on its workers.
A report by news site Reveal said the week around last year's event was the most dangerous for employees being injured at Amazon's fulfillment centers.
One leading workers union said it meant more injuries and 'unacceptable levels of stress for its workforce'.
Amazon pushed back against that - it says worker safety is a 'top priority' and injury rates are not higher during the holiday season.
A workers union has also taken action to coincide with 'Prime Day' in Germany - Amazon's biggest market outside the U.S.
The union Verdi said its two-day strike is part of a long-running battle with Amazon over better pay and conditions.
Amazon said most of its employees would work as normal despite the call to strike.