Discounts during the Thanksgiving holiday weekend were slightly deeper this year compared to previous years, according to early data from a number of pricing monitoring firms.

Amazon.com Inc., for example, significantly increased the number of “Deals of the Day” it offered during key shopping periods. At 8 a.m. Eastern on Black Friday, it featured 37 “Deals of the Day” on its carousel, compared with 20 at 9 a.m. Eastern last year, according to promotions analytics firm Brandview.

Amazon, No. 1 in the Internet Retailer 2017 Top 500, made a big push on its voice-activated shopping devices, all of which it promoted prominently all weekend. Its Echo Dot, for example, was on sale for $29.99 for most of the weekend, which was $5 cheaper than it was on Amazon Prime Day, which was July 11. Amazon maintained the $29.99 price after Cyber Monday as part of its “Cyber Week Deals.”

A study of deals on top electronics items at Amazon.com, Target.com, Walmart.com and BestBuy.com (No. 10) by another pricing monitoring firm, Market Track, showed deeper discounts than last year on Thanksgiving and Black Friday for most items. Cyber Monday, and the two days before, showed similar deals to last year.

Headphones, tablets, video games and wearables were discounted most heavily.

On televisions, often a big seller during this period, merchants touted big deals during the weekend, though many were not deals at all, according to Brandview.

For example, online-only electronics retailer Crutchfield Corp. (No. 190) promoted a Sony 75″ Smart LED 4K Ultra HD TV for $4,299.99. It had been this price for two weeks in September and one week in October. It also dropped to $3,999.99 ($300 cheaper), in one week in late October.

Target Corp. (No. 20) promoted a Vizio 55-inch LED Smart HDTV for $455.99. It had been $6 cheaper for one week in July and again for two weeks in August, plus $26 cheaper for one week  in July.

Walmart (No. 3) promoted a Samsung 40-inch FHD LED TV for $297.99, although this product has been cheaper in 14 of the previous 49 weeks.