 And then they do it again in October, kicking off the holiday shopping season very early. So they're controlling the game here. So what do you think are some of the best strategies for finding deals during Prime Day? So because we're seeing so many competitive deals around Prime Day, I would make sure to look around. You want to use tools like Yahoo Shopping or Google Shopping to search for the items that you're looking for. Get a sense of the landscape of where those items are sold and for how much.