Amazon Prime Day to run for 48 hours for the first time

Amazon Prime Day is due to stretch over 48 hours for the first time, marking the longest sales event in the retailer’s history.

The online giant’s shopping festival, one of the most widely hyped sales events on the retail calendar along with Black Friday and Alibaba’s Singles’ Day, will start at midnight on Monday July 15 and continue for two full days.

According to Amazon this will not only be the longest event on record, but will also see the largest number of deals, with Prime members getting access to over a million discounts worldwide.

As usual this will include significant discounts on Amazon’s own hardware, including what Amazon says will be the biggest discounts on its Alexa devices to date.

READ MORE: Amazon Prime Day loses $90m due to outage but still breaks records

This will also be the first year that “Lightning Deals” are included in Prime Day, offering deals on items in limited quantities, alongside new exclusive entertainment and product launches from big brands and top talent.

Last year marked the third in a row that Amazon managed to surpass its previous sales records, despite the 36-hour event being dogged by technical glitches due to the extreme levels of site traffic, thought to have cost it between $90 million (£69.18 million) and $99 million (£76.1 million).

“Get ready, as we pull back the curtain to reveal exclusive products, special performances and two full days of phenomenal deals this Prime Day,” Amazon’s worldwide consumer chief executive Jeff Wilke said.

“Our vision is that Prime Day should be the absolute best time to be a member – when you can enjoy shopping, savings, entertainment and some of the best deals Prime members have ever seen. Stay tuned as we reveal exclusive savings at Whole Foods Market, thousands of new product launches, as well as world-class entertainment and more, leading up to Prime Day on July 15 and 16.”

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