Amazon Claims 'Prime Day' Will Rival Black Friday for Deals

The store is trying to create a new shopping holiday, but is this just another "Black Friday in July" promotion?
Amazon Prime

Amazon announced that it will be celebrating its 20th birthday next week, with the introduction of Prime Day. Falling on July 15, the store claims that Prime Day will feature massive sales to rival Black Friday. But is this just another "Black Friday in July" promotion?"

Deals Released Every 10 Minutes

A press release describes Prime Day as "a global online shopping phenomenon." However, the promotions will only be available to Prime members in the U.S., U.K., Spain, Japan, Italy, Germany, France, Canada, and Austria. (Admittedly, that probably encompasses a large percentage of Prime members.) Non-members can sign up for a free 30-day trial, but be sure to cancel before the trial is up unless you want to pay.

The release also states that deals will begin at midnight and new deals will start "as often as every ten minutes," ultimately providing "more deals than Black Friday."

To put that into perspective, DealNews vetted and published 252 deals from Amazon on Thanksgiving and Black Friday 2014. So, of the many promotions Amazon pushed during that two-day span, 252 were at the lowest price we could find. That included 48 Editors' Choice deals.

Just Another Black Friday in July?

But as we've noted before, this kind of marketing for deals during the summer is becoming more and more common. Retailers are increasingly calling summer sales "Black Friday in July" or "Back-to-School Cyber Monday," turning these days (or weeks rather) into brands that denote "the best sale days of the year." However, rarely do these sales ever live up to the promise of Black Friday caliber deals.

Amazon, with all the clout that comes with being the country's largest e-retailer, has the opportunity to create it's own new brand, while still playing off the name recognition of Black Friday.

What do you think of Amazon Prime Day? Shouldn't it at least be on a day that's a prime number? (July 7? July 13?) Let us know in the comments below, and be sure to come back to DealNews on July 15 to find out if the Prime Day deals are any good.

Editor Emeritus

Ben has been researching the best deals and offering expert financial insight at DealNews since 2014. He's been featured on Good Morning America and Fox and Friends, and has been quoted by Reuters, Time, Money Magazine, and more. Follow him on Twitter @BenDealNews.
DealNews may be compensated by companies mentioned in this article. Please note that, although prices sometimes fluctuate or expire unexpectedly, all products and deals mentioned in this feature were available at the lowest total price we could find at the time of publication (unless otherwise specified).
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I notice Amazon is advertising more deals than Black Friday, not better deals than Black Friday. I doubt this will be as good as their Black Friday sales.
Jeffrey Contray (DealNews)
We don't have details for other Amazon sites (such as Amazon UK) but for the US site the sale will run from July 15 at 3 am ET (midnight PT) through July 16 at 3 am ET. Just so you know which midnight you have to stay awake until...
It should definitely be a prime number.
Well I guess we really won't know how great it is until it's over. If I have to be up at midnight to catch all the good deals though that will kill it for me. How about the different countries are they all starting at midnight their time?