The longest Prime Day ever is officially underway (through July 11) and as per usual, Amazon has discounted its own devices to some extreme lows. While we haven't been super impressed by the Echo deals, things like Kindles, Fire tablets, and Fire TVs are seeing their best prices ever by a long shot.

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Amid this growing threat, Amazon made crucial changes to its annual Prime Day sale, which started on July 8, to attract more customers. First, it extended the sales event to four days; last year it was only two days long. Amazon has also ramped up advertising of the event’s steep discounts.