Amazon may be pulling out the stops to lure customers to participate in Prime Day, but competitors are taking steps to grab their own online sales.

The online giant’s third annual Prime Day global shopping extravaganza officially kicked off on Monday, July 10, at 6 pm PST, and will run until the wee hours of morning on July 12. Eager to take advantage of early bird shoppers, Amazon began rolling out sneak previews — and sales opportunities — as early as last week.

On July 5, Amazon gave Alexa shoppers access to more than 100 exclusive deals on Amazon Echo, Echo Dot, Echo Show, Amazon Tap, Fire TV or compatible Fire tablets. Voice shoppers will also get first dibs on select Prime Day deals on July 10, between 4 p.m. and 6 p.m. PST — two hours before the general public.

To sweeten the deal even more, voice deals across “smart home products, devices, chocolates and more [extend] all the way through July 17,” said Assaf Ronen, VP Amazon voice shopping.

The online retailer also launched exclusive pre-sales for its Prime Now customers — a move that promised to get qualifying purchases to members within two hours. These deals, which began on Saturday,…