Cyber Monday has been extended from a single day of frenzied online shopping to a more relaxed eight-day adventure for Amazon.com shoppers.

The leading online retailers, which built its reputation on undercutting brick-and-mortar stores, has more competition from online sites than ever before and is ramping up its game for the holiday shopping.

The eight-day deal marathon will include new discounts every 10 minutes, according to The Verge.

But Amazon has also promised not to dissolve the significance of Cyber Monday altogether and promises three major deals to be released on that day. In addition, rather than a single Deal of the Day on Monday, Amazon will offer three.

Mobile users will also see exclusive deals on Amazon's app on iOS, Fire OS and Android.

Tech Times reported that some of the deals included in the eight-day event are 50 percent off LeapFrog toys, a $300 Sony 40-inch TV, an Acer Chromebook for $149 and a 3D printer for $400.

But the craze for the American shopping tradition has expanded to the United Kingdom, where Amazon U.K. reported its busiest day on Black Friday, BBC reported.

Xavier Garambois, vice president of EU Retail, told BBC, "Ever since we introduced Black Friday to the U.K. in 2010, sales have increased year-on-year but this year really has surpassed all of our expectations. The public's appetite for Black Friday has been bigger than ever, kicking off the Christmas shopping period in earnest and establishing Black Friday as a fixture on the U.K. Christmas shopping calendar."

This year the company sold 5.5 million items at a rate of about 64 items per second. The numbers are a huge jump from 2013, which was also a record day for the company at the time, when more than 4.1 million items were ordered at a rate 47 purchases per second, BBC reported.