Black Friday hype seems to start earlier each year, with Amazon today kicking off its "countdown" to the annual sales bonanza by launching a preemptive "Black Friday Deals store." That's right. A corporate holiday devoted to shopping just doesn't offer enough deals for Amazon's liking — it wants pre-deal deals to really get the people excited.

As usual with Amazon, it's difficult to tell which of these deals are new, and which have simply been rebranded to attract attention. Here's a selection of what the company says will be on offer:

Motorola Moto X (second generation) for $199.99

Metal Gear Solid V: The Phantom Pain for $39.99

30% off Sony XBR55X900C 55-Inch 4K Ultra HD TV with a Blu-ray Player

$170 off the Sony Alpha a6000 Mirrorless Digital Camera with 16-50mm Power Zoom Lens

47% off Jaybird X Sport Bluetooth Headphones

Optima HD37 Full 3D 1080p 2600 Lumens DLP Home Cinema Projector for less than $800

40% off select toys from top construction brands including K’NEX, Tegu, and Magformer

Up to 50% off select Home Automation products

Up to 50% off hundreds of PetSafe items

The company also announced that for this year's Black Friday (which isn't until November 27th, remember), Prime subscribers will get early access to more than 30,000 "Lightning deals" before the rest of us. Some of today's Lightning deals include 19 percent off a 24-pack of Cape Cod potato chips and 37 percent off a Tinkerbell pendant necklace.