Dixons Carphone is going toe-to-toe with online rival Amazon by launching its own Prime Day event.

The electricals giant is running a host of deals which started at 5pm today – one hour before Amazon Prime Day kicks off.

Currys PC World’s ‘Prime Day’, which will run until midnight on Tuesday, will feature a host of “prime cuts” including £20 off marked prices on hundreds of kitchen appliances.

Dixons Carphone’s stand-out deals also include £30 off the Google Home smart speaker – a direct rival of Amazon Echo.

The retailer said it will also be selling TVs of 32” and larger from £149.99 as part of the promotion, which comes at the end of Currys PC World’s summer sale.

Last year, Dixons Carphone responded to Amazon Prime Day with a 10-day super sale.

The deals sparked a 47.4% spike in online traffic to Carphone Warehouse’s website on Prime Day itself, according to data from market intelligence company SimilarWeb.

Its other fascias, Currys and PC World, registered increased traffic of 38% and 20% respectively.

Amazon is slashing prices on products ranging from entertainment and technology to fashion and tools.

The online Goliath also aims to drive uptake of its Echo voice-activated device as it seeks to revolutionise the ways in which people shop.

Amazon has pledged its “lowest ever” price on the Echo, which will be sold for £79.99 during Prime Day.

Other deals include up to 30% off Intel-powered laptops, up to 40% off Bosch power tools, up to 30% off beauty products from brands such as Olay and L’Oréal and up to 40% off fashion brands, including Calvin Klein, Gant and Tommy Hilfiger.