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Amazon Marking 20th Anniversary With ‘Prime’ Promotion

Seattle – is promising to kick out the jams for its 20th birthday next week.

As part of the celebration, the online leviathan it will launch a global promotion for Prime members only that promises to outdo Black Friday.

The event, dubbed “Prime Day,” is slated for July 15 in the U.S., U.K., Spain, Japan, Italy, Germany, France, Canada and Austria, and will feature thousands of “Lightening Deals” that will post as often as every ten minutes, Amazon said.

In a statement, Amazon Prime VP Greg Greeley described Prime Day as “one of the biggest deals extravaganzas in the world,” with more deals than Black Friday, and he not surprisingly urged non-members to join.

The program costs $99 a year, for which members receive unlimited two-day shipping on over 20 million items, and unlimited same-day delivery on over 1 million items in 14 U.S. metro areas.

Members can also stream tens of thousands of movies and TV show episodes and over a million songs, can access more than 800,000 books, and receive unlimited Cloud storage of photos, all at no extra cost.

Amazon is motivated to lure consumers to, and keep them within, its Prime eco-system, as members of the affinity program tend to outspend non-member customers two-to-one on the site, a 2014 study showed.