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."
Pachter, who has a buy rating and a $700 price target on Amazon's stock, believes the e-retail giant can afford to sacrifice margins right now by offering rock-bottom discounts. It's more about bringing people in as Amazon Prime members around the holidays.
"Once you sign up, the company knows they've got you the entire year, and then they can jack prices up," he said.
Amazon stock has been on fire leading up to the holidays — hitting all-time highs this week. But, "Fast Money" trader Brian Kelly cautions the bull run could soon run out of steam.
"There is clearly a disruption that's going on in retail. Amazon is at the epicenter of it. The problem is that Amazon doesn't make any money off of it," said Kelly of Brian Kelly Capital.
"This stock is up 100 percent-plus this year. It's been an absolute rocket ship," he said. However, "trees don't grow to the sky. So, I would take off a third here and actually go into Wal-Mart."