Amazon Prime day, the e-commerce retailer’s largest sales event for the year, will return on July 10 for the third consecutive year and ends July 12 at 3:00 a.m.

An executive with Amazon said that its members loved the Prime Day event and the company has been happy with the response the first two years, which has inspired the company to make the event even more special for its Prime members in 2017.

He added that each year every part of Amazon’s business has worked to offer more deals for its record number of shoppers and this year’s Prime Day has grown too big to be completed in just 24 hours, so it will be open for 30 hours to Prime members.

Amazon has promised discounts for over 100,000 items during the event with new items being promoted every five minutes.

Prime Day, which has generated sales higher than that of Cyber Monday for Amazon the last two years, covers nearly every category including music, video, electronics, books and essentials of every day.

Sure to be amongst the most popular items for the 30-hour event will be televisions. Customers will be able to select from numerous brands, types and sizes including a 4K Ultra Smart TV.

The company’s own press release said that Amazon was planning to hold one of the largest volume television deals of history with a record amount of inventory but as is usually the case, the television deals most likely will sell out quickly.

The myriad of deals are available just to Amazon Prime members. Prime is a subscription service that costs $99 per year that gives its members free one- or two-day shipping and access to video and music streaming services of Amazon.

People who are not members can still participate in Prime day through signing up for a free trial of 30 days and then cancel the membership prior to the end of the month.

Amazon will not start showcasing some of its sale items until July 5, but it revealed a few of its deals already. Included are discounts of 40% on an Audible or Kindle Unlimited membership, four months for 99 cents for membership to Amazon Music unlimited and coupons of 35% off for many everyday household and food items.

Members streaming Prime Video for just the first time will be given a credit of $10 for Prime Day.

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