Amazon Prime Day returns July 11 to take all your money – CNET

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Inside Amazon’s Prime Now warehouse within a Manhattan high-rise.

Ben Fox Rubin/CNET

In case you didn’t already buy too much stuff on Amazon, here’s another excuse.

The e-commerce titan said Wednesday its third annual Prime Day will be July 11. The sales day will include hundreds of thousands of deals worldwide and run for 30 hours, starting at 6 p.m. Pacific Time on July 10. As usual, these deals will be available only to Amazon Prime members, who pay $99 a year in the US for unlimited two-day shipping and other perks.

The sale will also expand to more countries to include Mexico, China and India, where Amazon launched its Prime membership program over the past year. The US, UK, Spain, Japan, Italy, Germany, France, Canada, Belgium and Austria are also included.

Amazon has found huge success creating the sales holiday in 2015 to mark its 20th anniversary. The company even broke its single-day sales record during Prime Day last year. But, as Amazon’s dominance continues to grow, Prime Day serves as another example of the online seller gobbling up more market share as traditional retailers file for bankruptcy or close stores. The company last year accounted for 43 percent of all online sales in the US, according to researcher Slice Intelligence.

Perhaps aware of its increased influence, Amazon mentioned in its announcement Wednesday that 40 percent of its “Lightning Deals” promotions on Prime Day will come from small businesses and entrepreneurs.

Since its first year, Prime Day has also gotten knocked for offering undesirable deals along with low inventories of the most popular items. Responding to that criticism, the company increased its stocks of big-name items last year and decided to embrace the sometimes oddball or unexpected nature of the deals offered. These changed seemed to work, with Adobe Digital Insights reporting that customer sentiments on social media was more positive last year than during the first Prime Day.

The company is also doing more this year to better organize deals and make it easier for customers to track and shop for sales.

Amazon will be continuing its “countdown deals” in the run-up to Prime Day, offering sales starting today. Those include discounts on memberships for Amazon Music Unlimited, Kindle Unlimited and Audible.

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