Amazon is turning 20 years old and to celebrate, it has slashed the prices of many popular items on its website for just 24 hours, on 15 July.
You can only make use of the offers if you are an Amazon Prime customer living in either the UK, US, France, Italy, Germany, Spain, Canada and Japan.
If you are not a Prime member at the moment, you can sign up for a one-month free trial, or if you are a student, you can get a six-month trial, and then pay half the price of a usual Prime monthly membership thereafter.
How do the deals work?
There are two types of deals running during Amazon Prime Day: Lightning Deals and Deals of the Day.
Lightning Deals are special deals that work similar to Groupon offers, so they run out within a set amount of time after Amazon's set quota of discounted copies of a specific product have all been snapped up.
There are thousands of these offers on the website and they can last for any amount of time from 10 minutes to two hours.
Then there are the Deals of the Day, which are exclusive offers for more expensive items that will last until the end of the 24-hour period, although currently some of the times listed on Amazon are ending between half an hour to 15 minutes before midnight on 15 July.
Here is our round-up of some of the best 24-hour-long deals we have seen on Amazon UK that are on until tonight:
Video game consoles on offer (until 11.45pm BST)
PlayStation 4 (1TB), PlayStation TV and Destiny
£329 (usually £380.85)
Xbox One 1TB with Halo: The Master Chief Collection and Extra Wireless Controller
£329 (usually £400.71)
Amazon electronics on offer (until 11.45pm BST)
Kindle 6in Glare-Free Touchscreen Display, Wi-Fi
With ads: £39.99 (usually £59.99)
Without ads: £49.99 (usually £69.99)
Amazon Fire TV Stick
£19 (usually £35)
Fire HD 7, 7in HD Display, Wi-Fi, 8GB
With ads: £59 (usually £119)
Without ads: £69 (usually £129)
Fire HD 7, 7in HD Display, Wi-Fi, 16GB
With ads: £79 (usually £139)
Without ads: £89 (usually £149)
Video games and software on offer (until 11.59pm BST)
Far Cry 4 – Standard Edition (PC Download)
£21 (usually £29.99)
Assassin's Creed: Unity (PC Online Game Code)
£21 (usually £29.99)
The Crew Standard Edition (PC Online Code)
£17.49 (usually £24.99)
Assassin's Creed Rogue (PC Download)
£17.49 (usually £24.99)
The Sims 4 - Standard Edition (PC Code - Origin)
£24.99 (usually £33.49)
FIFA 15 (PC Code - Origin)
£12.49 (usually £24.99)
EVE Online Core Starter Pack (Online Game Code) £3.74 (usually £14.99)
EVE Online Premium Edition (Online Game Code) £19.99 (usually £39.99)
Norton Security 2.0, 1 User - 5 Devices, 12 Month (PC/Mac Download - Online Code)
£19.95 (usually £24.99)
Adobe Photoshop Elements 13 & Premiere Elements 13 Bundle (PC Download)
£39.99 (usually £80)
What stuff can I get on Lightning Deals?
There are a lot of varied items you can get on Lightning Deals but we are not going to link to them as they end very quickly.
So far, we have seen everything from smart TVs, to Bose earphones, Ed Sheeran CDs, perfume, toys, speakers, cosmetics and luggage being offered and claimed in mere minutes on deals.
However, we have been able to compile a list of Lightning Deals that will start at set times today, so you can get prepared. No prices are listed but the discounts are usually between 20-40% off for this type of deal:
Best Lightning Deals starting from 3pm BST
Family Guy Season 1 DVD
GHD IV Styler
Linx 8in Tablet - Black
(Intel Atom Z3735G, 1Gb RAM, 32GB storage, Camera, WLAN, BT, Windows 8)
Dragon Age Inquisition (PS4)
Kingsman: The Secret Service DVD
Mio Alpha 2 Heart Rate Monitor
Game Of Thrones - Season 1-4 (Blu-ray)  [Region Free]
Seinfeld - The Complete Series [DVD]
Downton Abbey - Series 1-5 [DVD]
Best Lightning Deals starting from 4pm BST
Samsung 500GB USB 3.0 Portable External Solid State Drive - Black
Panasonic Lumix DMC-GX7KEB-K G Series Compact System Digital Camera - Black
(16MP, 14-42mm Lens)
BenQ XL2430T LED 24in Gaming Monitor
(16:9, 1920 x 1080, 1000:1, 12M:1, 1 ms GTG, DVI/HDMI1.4 x 2/ DP1.2 - Black/Red)
Samsung Gear S Smart Watch - Black
PS4 / Xbox One Witcher 3 Collectors Edition
Best Lightning Deals starting from 5pm BST
Lenovo U330t 13.3in Touch Laptop - Grey
(Intel Core i7-4500U 1.8GHz, 4GB RAM, 500GB HDD, 8GB SSD, Intel Integrated Graphics, Bluetooth, Camera, No DVDRW, Windows 8.1 Home Premium)
ASUS G551JW 15.6in Notebook
(Intel Core i7-4720HQ 2.6 Ghz, 12 GB RAM, 1TB HDD, Webcam, Windows 8.1)
Lenovo G50 15.6in Notebook
(Intel Core i7-5500U 3.0 GHz, 8 GB DDR3L RAM, 1 TB HDD, DVDRW, Integrated Graphics, Windows 8.1, Wi-Fi, BT - Red)
Star Wars: The Complete Saga [Blu-ray]  [Region Free]
SanDisk Extreme microSDXC UHS-I Class 10 U3 Memory Card
(64GB, up to 60 MB/s)
Best Lightning Deals starting from 7pm BST
Sony KDL-48W705C 48in 1080p Smart TV with Freeview - Black
Asus X200MA 11.6in Notebook Available in Red and Blue
Pentax K-3 DSLR Camera Body Only
(24MP, CMOS Sensor)
Fitbit Surge Ultimate Fitness Super Watch