Amazon Prime Day returns July 12

Amazon (NASDAQ:AMZN) will host its second annual Prime Day on July 12.

The event will feature more than 100,000 deals exclusively for Prime members, with new deals starting every five minutes.

"Prime Day is a unique opportunity to discover new items and great deals, on top of our already low prices. Following last year's record sales, we have dramatically increased the inventory behind many deals. In fact, in the U.S. we have nearly double the TV units compared to Black Friday and Cyber Monday combined," said Greg Greeley, VP, Amazon Prime. "Even with this massive selection we know many of the Prime Day offers will sell out, so members should download the Amazon shopping app to receive notifications on their favorite deals."

Additionally, Amazon will offer countdown deals for Prime members every day from July 5 through July 11.

Prime Day was widely criticized last year as many shoppers found the deals to be underwhelming. Still, Prime Day was the biggest day for sales internationally for Amazon up to that point with nearly 400 items ordered each second, according to the company. Amazon sold 18 percent more on Prime Day 2015 than on the previous Black Friday.

Not only does the event help Amazon clear inventory, but Prime Day also serves as a test of sorts for Amazon leading up to Black Friday and the holiday season.

For more:
- see this Amazon press release

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