WESTERN NEW YORK – Amazon Prime Day, an event hailed as the super bowl of online shopping, kicked off Monday with two days of deals.

The fifth annual amazon prime day will run a full two days this year. Amazon says it will launch new deals as frequently as every five minutes.

The company’s global sales for the 48-hour Prime Day are estimated to hit $5.8 billion.

Amazon is facing increased competition. Rival retailers including Walmart, Best Buy, Target and e-bay have had years of practice perfecting their prime day strategies and they’re rolling out discounts of their own.

More than 250 retailers are planning deals aiming to benefit from a halo effect of prime day.

The event continues through Tuesday.