Prime Day Kicks Off With Low Prices on Amazon Kindle, Echo and More

After much hype, speculation, anticipation and more than a few announcements of competing sales — we’re looking at you, Wal-Mart and Toys R Us — Amazon Prime Day 2016 is here.

The 24-hour sale that debuted in 2015 is returning with more than 100,000 deals available exclusively to Amazon Prime members. Discounts apply to items across the online store’s 40 product categories.

Prime Day kicked off on Tuesday at 12 a.m. Pacific time, and from what we’ve seen so far, it’s a great day to buy an Amazon device, such as an e-reader or a speaker. The following discounts are valid until 11:59 p.m. Pacific time:

• $80 off the Fire HD 10 tablet (regularly $229.99).
• $50 off the Amazon Echo (regularly $179.99).
• $30 off the Amazon Tap (regularly $129.99).
• $30 off the Kindle Paperwhite (regularly $119.99).
• $50 off the Kindle Voyage (regularly $199.99).
• $15 off the Fire TV Stick (regularly $39.99).
• $30 off the Fire TV (regularly $99.99).
• Dash Buttons for $0.99 each (regularly $4.99).

And it’s not just Amazon products on sale. Prime Day shoppers can also take advantage of these deals:

• Up to 50% off toys from top brands, including Nerf, Barbie, Fisher-Price and more.
• 30% off clothing, shoes, jewelry, watches and more.
• Up to 60% off athletic shoes.
• 43-inch 4K Ultra HD Smart LED TV for $299.99.
• 32-inch 720p Roku Smart TV for $119.99.
• 40-inch 1080p LED TV for $139.99.
• 32-inch 720p LED TV for $99.99.

Prime members can also cash in on a $10 discount when they make their first eligible Amazon order of more than $20 using Alexa on Amazon Echo, Echo Dot or Amazon Tap devices.

In addition to deals of the day, Amazon will launch “lightning deals” — limited-time discounts — as frequently as every five minutes. These items will sell out fast, so we recommend that you set up deal alerts for items you’re watching on the Amazon mobile app.

Visit the Amazon Prime Day page all day Tuesday for the latest sales.

Courtney Jespersen is a staff writer at NerdWallet, a personal finance website. Email: courtney@nerdwallet.com. Twitter: @courtneynerd.