Your Super-Quick Guide To Amazon Prime Day

More than 100 million members are eligible for Prime Day on July 16. Amazon’s self-created holiday touting deals on everything from baby food to Alexa-enabled faucets, promises to be bigger and better — and more of a money grab — than ever before.

Starting at 3 p.m. ET/12 p.m. PT, Amazon is offering over 1 million deals to Prime members across 17 countries, including the U.S., U.K., Germany, France, China, Australia and Singapore. The fourth annual Prime Day will last 36 hours, which is a steady increase from 30 hours last year and 24 hours in 2016 and 2015. In reality, it’s more like Prime week, as many “deals of the day” have already been trickling out, specifically electronics like Wi-Fi Light Switches and Bluetooth speakers.

The site will offer two kinds of deals — spotlight and lightning. The former are sales featured on the site for longer stretches of time. The latter are short-term flash deals that are only available one per customer. Amazon recommends signing up for lightning deal alerts on the Amazon app. The multi-functional Instant Pot is a perennial favorite for Prime Day. It usually sells for $130 but was discounted to $90 in 2017, and shoppers should expect a similar discount this year.

Of course, the gimmick is another opportunity for Amazon to promote its own products. The e-commerce giant plans to feature twice as many deals on its devices like the Echo, Fire TV and Fire tablets. Last year, the top-selling product was the Echo Dot.

The lowest prices will be on Amazon-exclusive collections, which have stealthily been taking over the site. Furniture brands Rivet and Stone & Beam, home and kitchen label Solimo, and women’s activewear line Core 10 are among the in-house brands that are being sold at a discount.

Plus, this year, the e-commerce behemoth is integrating the brick-and-mortar world into the Prime experience. This is the first Prime Day since Amazon’s acquisition of Whole Foods, which officially closed in August 2017. Prime members who spend $10 at Whole Foods starting Wednesday, July 11, through July 16, will get $10 of credit to use on Prime Day. On June 27 (just in time for Prime Day), Amazon rolled out discounts for Prime members at all Whole Foods locations across the country.

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