Amazon's rivals are trying to get a head start to win the Cyber Monday battles.
The online retailer, which has been rolling out a basket of discounts leading to Black Friday, is seeing its competitors rush to speed up their special post-Thanksgiving weekend promotions.
Amazon, however, chose not to give shoppers an early look at what's in store. That, however, is unlikely to hurt its holiday sales numbers, according to Webush Securities analyst Michael Pachter.
"That couch potato on Thursday, when he's done eating turkey and watching football, could pick up his tablet and start shopping on Amazon right then," Pachter said on CNBC's "Fast Money." "Why wait for Cyber Monday?"
"You are going to see those sales at times when people have their tablets and their phones out," he said. "That's going to be all weekend. Retailers are trying to respond [ahead of time] but they aren't going to win."