By Jonathan Chew / Fortune
July 15, 2015

It’s Amazon Prime Day, the one-day-only shopping event that Amazon hopes will match the frenzy surrounding Black Friday. But are the deals on offer better today?

Initial thoughts are: for the most part, they are.

That’s the hope after the online retail hub announced that Prime Day would be “a global shopping event, with more deals than Black Friday.” Deals are only on offer to Prime members, but the company’s goal is to attract more potential Prime customers into their fold, and to establish another tentpole retail event.

So far, the Prime Day discounts look better than those offered on Black Friday, according to BestBlackFriday.com. And that has surprised those who have been following Prime Day prices closely: “When Amazon used the term Black Friday to describe Prime Day, we really thought it was just another marketing gimmick to get people excited,” said Phil Dengler, founder of the BestBlackFriday site. “Prime Day is winning on all of the items that people really want.”

We’ve listed some of the most sought-after deals from Prime Day below, and compared them with Black Friday deals here (you can also view the comparisons here). These deals will be updated throughout the day:

Skylanders Trap Team Tablet Edition for $14.99 – Best Black Friday Price: $49.99 at Best Buy. Prime Day wins.

Brother HL-3170CDW Digital Color Printer for $159.99 – Best Black Friday Price: $179.99 at Staples. Prime Day wins.

VTech Kidizoom Smartwatch in Pink for $35.99 – Best Black Friday Price: $47.99 at AAFES. Prime Day wins.

Garmin Vivofit Fitness Band for $54.99 – Best Black Friday Price: $79.99 at Best Buy. Prime Day wins.

Nikon COOLPIX S3600 Digital Camera for $69.95 – Best Black Friday Price: $89.99 at Kmart. Prime Day wins.

Nikon P600 Digital Camera for $249.99 – Best Black Friday Price: $399.99 at Best Buy. Prime Day wins.

Bose SoundTrue Headphones On-Ear Style for $79.99 – Best Black Friday Price: $149.99 at Abt Electronics. Prime Day wins.

The Lord of the Rings Trilogy on Blu-ray for $27.99 – Best Black Friday Price: $49.99 at Best Buy. Prime Day wins.

Kindle E-reader for $49.99 – Best Black Friday Price: $38.88 at Fry’s Electronics. Black Friday wins.

Fire HD 7 for $79– Best Black Friday Price: $98.88 at Fry’s Electronics. Prime Day wins.

Fire HD 7 Kids Edition for $129– Best Black Friday Price: $189.99 at Amazon. Prime Day wins.

Crucial MX100 512 GB Drive for $159.99 – Best Black Friday Price: $209.99 at Micro Center. Prime Day wins.

Read next: What You Can Get for Free If Your Amazon Prime Delivery Arrives Late

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