Amazon Lightning deals Black Friday

With its sights set on growing revenue by up to 25 percent in the fourth quarter, Amazon is doubling down on the number of limited-time "lightning deals" it will push out to shoppers during the key holiday shopping season.

The online retail giant said Monday that it will offer 30, 000 of these so-called lightning deals, twice as many as last year. The move is one piece of Amazon's early Black Friday sales event, which starts Monday and runs through Dec. 22.

Amazon said the deals will be for products that are on shoppers' wish lists and include electronics, toys and jewelry. The company received some backlash from shoppers after its first Prime Day in July, when prices were cut on seemingly random items such as hair dryers.

Ken James | Bloomberg | Getty Images

An Amazon employee sorts boxes before loading them onto trucks for shipping at Amazon.com's fulfillment Center in Fernley, Nevada.

Regardless, Prime Day set a high bar for Amazon to beat, as more units were sold that day than on its biggest Black Friday ever.

"Shoppers come to Amazon to discover the best deals on the best gifts, " said Steve Shure, vice president of Amazon consumer marketing.

Among those deals are 30 percent off a Sony 55-inch 4K television with Blu-ray player, and up to 50 percent off certain home automation products. While Amazon would not yet share how often its lightning deals will occur, it did say that Prime members would receive 30-minute early access.