The Amazon Fire TV and Echo Look are 50 percent cheaper for Prime Day

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Amazon’s annual Prime Day is here a little earlier than promised. The tech giant kicked off several Echo and Kindle sales this morning, hours before the supposed start time of 12PM PT (3PM ET). As always, the sale is exclusive to those who have an Amazon Prime membership.

Prime Day is a chance to grab products as varied as DNA kits and Instant Pots at significant discounts, but the more well-known draw of Prime Day is discounted Alexa-powered devices and Kindle e-readers.

Certain items like the Fire TV, the Fire TV Stick, and the Echo Look haven’t been 50 percent off before. For those who are looking to buy several Alexa-powered devices and pair them throughout your home for more coverage, there are also several bundles and deals for buying multiples of the same device. And if you have an Amazon Prime Rewards Visa card, the usual 5 percent cash back is raised to 10 percent for select Amazon devices.

We’ve picked out the best deals here:

We’re rounding up all of the best Amazon Prime Day deals in a running list here. Check back as the day progresses!