Amazon who? Sales at Guitar Center, Fender, Positive Grid and Sweetwater are kicking Prime Day to the curb

Guitar Center: Up to 35% off Guitar-A-Thon
Guitar Center's Guitar-A-Thon has launched with a bang – and it just so happens to coincide with Amazon's event. There's money to be saved on a range of guitars, both acoustic and electric. Our highlights include $430 off the D'Angelico Premier Bedford Shell Pink, The Gretsch G5427TG Electromatic with $140 off and the lush Fender Player Saturday Night Special Strat, which currently has $180 off.

Fender.com: Shop 185 discounted models
There are discounts across the board on Fender models, from Acoustasonics, to American Pro electrics, Vinteras and Squier Paranormals. This is usually a great time of year to pick up a great Fender deal and you won't find much better than this. 

Positive Grid: Up to 50% off amps and software
Ok, so in all fairness the PG deals on their own site are not dissimilar to the ones you'll find on Amazon at the moment, but there is a wider range of deals available at the brand's HQ. Our top pick is the Spark Go, which is currently back to the pre-order price of $109. That's a lot of smarts for not very much cash. 

Reverb Beat the Rush: Up to 44% off
With some phenomenal deals on new, used, and b-stock gear, Reverb has one of the biggest sales offerings available that counters the Amazon Prime Big Deal Days event. You can score some serious savings on the biggest music gear brands and nail your shopping list well before the chaos of Black Friday rolls around.

Sweetwater: Buy a Taylor, save big on a second one
Sweetwater isn't doing anything major to coincide with Big Deal Days, but that hasn't stopped them dropping a pretty cool offer – buy a 300 or 400 Series acoustic Taylor guitar and add a Baby Taylor to your cart for $99, a GS Mini Sapele for $199, or an Academy for $299. That works out as hundreds of dollars in savings regardless of which second guitar you choose. And you'll end up with two guitars!