Amazon Prime Day kicks off tonight at 9pm and will run for 30 hours, ending at 3am on July 12th, marking the shopping event’s third year. The e-tail giant is promising bigger steals and deals than ever before, while analysts are predicting it to be the biggest event outside of the holiday retail season.
Here’s how it works: Amazon will discount new items every five minutes over the course of its 30-hour marathon, racking up over 100,000 deals across all departments. Most third party sellers will likely offer discounts as well, and leading up to its launch tonight, the site is giving away tech items every hour.
In order to cash in on the deals, customers must have a Prime membership, which can be purchased before July 11th for an annual fee of $100.
The shopping day may fall outside of the traditional holiday retail calendar, but it’s certainly like Christmas comes early all involved. Last year, worldwide orders soared more than 60%, ringing in $525 million.
This year, the company has noted that customers have already flagged their shopping choices and set alerts on their Amazon apps to prepare for the biggest year yet.
In 2016, more than one million pairs of shoes were purchased by customers on Prime Day. The company has been made major recent moves to up its fashion and accessory categories, so that is sure to be a number to watch. Another interesting area will be its grocery department, just weeks after its acquisition of Whole Foods.
Many other retailers like Kohl’s, Macy’s and Nordstrom are also offering competing sales, helping to solidify its place as a bona fide shopping holiday.