Forget Black Friday.
Amazon.com is getting a big jump on the holiday shopping season, offering up to 40 percent savings on some of 2012 hottest toys, according to a release.
The world's largest online retailer on Monday kicked off Lightning Deals on top-rated toys and will offer multiple specials daily through Nov. 18.
The deals, offering up to 40 percent savings on hot toys from Mattel, Fisher-Price, LEGO and LeapFrog and other popular makers, will be offered every hour and are available until all items are claimed or until the promotions ends. Free shipping on eligible orders $25 or more sweetens the offer.
Amazon's curated list of toys includes 2012 hot offerings like Winx Club Deluxe Fashion Doll Believix, Sesame Street LOL Elmo, 2012 Holiday Barbie, LeapPad2 Explorer and the Vtech InnoTab 2S Learning App Tablet (due out Oct. 29 and available for preorder).
Meanwhile, Target has launched an online price-match guarantee for big-box retailers Amazon, Walmart, Toys R Us and Best Buy beginning Nov. 1 through Dec. 16.
Click here for the deals and to see the list.