Amazon’s Prime Day, the company’s annual sales event that’s now its biggest, will be held this year on July 16, starting at 12 PM PT/3 PM ET, and will feature over a million deals, the retailer announced today. One big change this time around is the event’s length — last year, Prime Day ran 30 hours, but this year’s event will run for 36 hours. In addition to being the longest Prime Day to date, the event will also expand to new markets this year, says Amazon.
Australia, Singapore, Netherlands and Luxembourg will join the other countries hosting Prime Day this year, which includes the U.S., U.K., Spain, Mexico, Japan, India, Italy, Germany, France, China, Canada, Belgium and Austria.
As in previous years, Amazon is touting deals across product categories, like TVs, smart home, kitchen, grocery, toys, fashion, furniture, appliances, back-to-school supplies and everyday essentials.
Of course, Amazon will again mark down its own devices for Prime Day, and it’s teasing some of its deals in advance. The retailer says it will offer “double the deals” on Amazon devices, including the lowest prices to date on Echo, Fire TV and Fire tablets.
The expanded number of deals comes from Amazon now owning more hardware brands. For example, it acquired the smart doorbell maker Ring earlier this year, and the smart camera and doorbell startup Blink back in December. Today, it’s selling a suite of home security products that includes these brands and others, like its own Echo Dot and Amazon Cloud Cam.
These could be the “home security devices” that will be newly on sale this year during Prime Day, alongside the Echo Show.
Also new this year is Amazon bringing Prime Day to Whole Foods.
Prime members shopping in-store can take an additional 10 percent off hundreds of sales items and will receive other deep discounts on popular products, Amazon says. Plus Prime Rewards Visa card members will receive double the rewards — 10 percent back — July 14 through 17 when shopping Whole Foods.
In addition to the usual slate of deals, some brands are unveiling new products, new content or special edition products for Prime Day 2018.