NEW YORK ( TheStreet) -- Amazon ( AMZN) kicked off its holiday 2013 shopping season by launching its Black Friday Deals Store and Electronics Holiday Gift Guide on Friday. Whether customers are shopping via their mobile device or through their computer, Amazon said it is offering more deals than ever before this holiday season and making it easier for customers to find the right gifts for those on their lists. This year, Black Friday falls on Nov. 29. Amid predictions for a tough holiday season, retailers have already been pumping up their promotions given the early start to Hanukkah in 2013, which falls two day earlier. Also see:Apple's iPad Air Goes on SaleAlso see:Fligoo Turns Facebook Likes Into Gift Recommendations This year the Amazon Black Friday Deals Store will offer two Deals of the Day every day through Dec. 22. The Black Friday Deals Store will regularly have deals on gifts ideas from Hasbro, Samsung, Canon, Belkin, Kohler, Dewalt, New Balance, Rubbermaid, Invicta and others. Amazon will also offer hundreds of Lightning Deals on gift items each week, in wide-ranging categories such as electronics, toys, clothing, jewelry, home and kitchen, among others, from now through Black Friday. Electronics as gifts are always hot items for the holidays and 2013 is no exception. Amazon's Electronics Holiday Gift Guide will feature "60 gifts in 60 days" with a new deal on an electronics gift every day through Dec 31, the online retailer said. The company is touting more than 350 of the hottest electronics items including the Amazon Kindle Fire, Kindle Paperwhite, wireless gadgets like Bluetooth speakers and headphones from brands like Beats, Sonos and TDK. Amazon even sells older version Apple ( APPL) products, but don't expect to find the latest iPhone 5S or 5C or the iPad Air. "We're making it easy for customers to discover and zero in on the hottest gifts and holiday trends -- from streaming media players to Bluetooth portable speakers," Amazon's Vice President of Consumer Electronics Ben Hartman said in a press release. "Our Electronics Holiday Gift Guide is designed to help people shop how they like: by price, category, gift recipient and interest. The guide gives customers gift ideas for everyone on their list, making it easy to shop from the comfort of home and take advantage of fast and free shipping." The company continues to tout Amazon Prime, which offers members unlimited free two-day shipping on more than 15 million items, unlimited streaming of over 41,000 movies and TV episodes through Prime Instant Video and access to over 350,000 books to borrow through the Kindle Owners' Lending Library. Wal-Mart ( WMT) has also initiated discounting across its stores to entice holiday shoppers. Beginning Friday, Wal-Mart will offer discounts across categories ranging from electronics to apparel. An 8-inch Nextbook tablet, for example, will cost $99 through Wal-Mart. Purchasing the tablet elsewhere will cost upwards of $139. Amazon shares were falling 0.86% to $360.92 on Friday morning. Wal-Mart shares were rising 0.33% to $43.69. Written by Laurie Kulikowski in New York.