Keep checking their Lightning Deals page. You can preview the items that will be further discounted later in the day. Today seems to have some extra-good deals, and they are selling out especially fast.
That page highlights several other Amazon specials. Of special interest to me was the deep discounts on several items with Frustration-Free Packaging. I'm a huge fan of this packaging for gifts for my own children because the number of wire ties and tape used on some toy packages is pretty ridiculous. It can be quite a project to open them, and there are more dangerous little things to keep away from the baby, and there is a lot more packaging waste. The box isn't as shiny and pretty and made for nice display in a store, so it might not go over as well in some gift situations, but I will choose this packaging over the regular packaging every chance I get when buying for myself.
P.S. If you read my recent post about Sophie the Giraffe, she was one of yesterday's lightning deals and I gave in to temptation. I'll review her after she's been well chomped by Gator!