Amazon made July 11th its own shopping holiday because why not? When you’re one of the biggest online retailers on the planet, you can afford such a luxury. Who needs Black Friday or Cyber Monday then? The company has confirmed that it’s bringing back Amazon Prime Day on July 11th, 2017.

July 11th will see Amazon conducting its third annual Prime Day online sale. The company is promising discounts on a wide variety of products as well as lucrative deals on sough after products that are not to be missed.

The sale obviously gives Amazon the chance to get rid of old stock that’s taking up valuable space in its warehouses. Since Prime Day is exclusive to Prime members, it also serves as an opportunity to drive new members to Amazon Prime.

Customers will be able to take full advantage of the Amazon Prime Day 2017 discounts starting July 10th at 6PM PST. The company will offer some early deals as well, those discounts will be available as early as July 5th.

Amazon hasn’t revealed a lot of details about the kind of discounts and deals that we can expect on Prime Day this year. It did take a lot of flak last year due to the poor range of products on offer so, hopefully, the offerings will be better this time around.

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