Amazon will celebrate its 20th birthday by launching a new discounting day, which it hopes will recreate the shopping frenzy of Black Friday.
On July 15, which Amazon is calling Prime Day, the etailer will offer members of its Prime service in the UK, US, Spain, Japan, Italy, Germany, France, Canada and Austria thousands of deals for 24 hours from midnight local time.
It said Prime Day would feature “more deals than Black Friday” with fresh offers as often as every 10 minutes, “seven deals of the day” and unlimited free shipping.
During last year’s Black Friday on November 28, online sales in the UK lept by 86% year on year to £810m. Amazon UK sold 5.5 million items, making it the busiest day in its history.
Amazon launched Prime in 2005 to give customers unlimited free next-day delivery for £79 per year. In the run up to Prime Day it is hoping to attract non-members to sign up to the service by offering £20 off the fee or a 30-day free trial up until the day.
Last week it announced plans to roll out one-hour delivery for Prime members in parts of central London at an additional cost of £6.99 per order.
Amazon was founded as a book etailer in 1994 and went live in 1995. It started selling fashion in 2008 and clothing, shoes, accessories and watches are some of its fastest-growing categories. It is due to open a fashion photography studio in east London on July 23.