Jeff Bezos has declared a Black Friday emergency.
The Amazon boss is moving up the usual shopping kickoff by nearly a month as rivals steal a page from the world's biggest online retailer by offering free shipping and price matching.
Amazon will start its "Black Friday" deals on Saturday, cutting into the Halloween festivities, instead of waiting until the day after Thanksgiving in keeping with tradition.
The Seattle-based company plans to offer two deals of the day from now through Dec. 22. The offers will center on big holiday items, including toys, electronics and kitchen cookware.
Walmart is weighing a plan to match Amazon's online prices this year, while Best Buy, Target and Toys R Us, among others, already match Amazon.com. Target is also offering free shipping on all items on its website through Dec. 20.
Last week, Amazon shares plunged 11 percent after it said sales during the all-important holiday quarter would be lower than Wall Street analysts expected.
Shares of Amazon were up 1.14 percent, or $3.42, at $302.49 in morning trading.
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