Black Friday remains the unofficial kickoff to the holiday shopping season but many retailers have found success in recent years by starting the holiday madness much earlier.

Amazon has already opened up its Black Friday Deals Store, officially marking the start of the holiday shopping season for the online giant. The microsite is offering deals across every category now through Black Friday.

“We’re excited to officially kickoff another holiday season, bringing customers better deals than ever before on everything they’ll need,” said Doug Herrington, senior vice president of North American retail, Amazon. “During the holiday season, customers love to discover great deals and must-have holiday gifts for friends and family.”

In addition to the launch of the Black Friday site Amazon is relaying on a host of newly introduced technologies to help power the retailer to another record-setting holiday season. The new and improved holiday shopping options include:

Voice shopping. Customers can voice shop with Alexa for tens of millions of Prime-eligible items, including many of the products available in the Black…