Amazon announced its second annual Prime Day, which will occur on July 12. An exclusive deal for Amazon Prime Members only, Amazon will fire up fresh deals every five minutes creating an international online retail frenzy that takes the idea behind Kmart's venerable "blue light special" and puts it on virtual steroids, HGH and rocket fuel all at once. Last year during the inaugural Prime Day, Amazon sold 34.4 million items -- its single biggest sales day by volume.
An Amazon Prime Membership is $99 a year and comes with multiple customer perks and benefits including free shipping. The company promises this year's Prime Day will offer over "100,000 deals across all departments." Prime Day is a sort of summer Black Friday that's great for Amazon's business in two ways: sales peak and awareness of the Amazon Prime program-- along with Prime memberships -- also climb. Customers can get a 30-day Prime free trial that allows them to take advantage of Prime Day and also cancel anytime.
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