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A Primer For Amazon Prime Day 2017

Amazon will kick off its third annual Prime Day at 9 p.m. ET on Monday, July 10.

The sales event, which features “hundreds of thousands of deals” that are only available to Prime subscribers, originally began as a way to mark the e-tailer’s 20th anniversary.

Amazon is beginning things a bit early this year, and Prime Day will actually run for 30 hours through July 11. As with last year, additional Prime Day deals will be available exclusively to consumers who use an Echo, Dot, Show, Tap, Fire tablet or compatible Fire TV to place their orders.

Amazon gave few details on deal specifics, only noting in a press release that the new Element 4K Ultra HD smart LED TV – Amazon Fire TV edition would be included. The e-tailer added: “Amazon is planning one of its largest total volume TV deals in history with a record level of inventory but once again, the TV deals will likely sell out.” 

Despite the retailer’s early ballyhoo, many remain skeptical. The inaugural Prime Day was met with widespread disenchantment, and both consumers and industry members have cast doubt on subsequent events., a site that aggregates promotional deals for consumers, recently surveyed 1,000 U.S. consumers and found that 55 percent were unsure if they would participate in Prime Day, citing operational issues and quality savings as being disappointing in the past.

Another promo site, DealNews, echoed those findings with its own survey in which 49 percent of respondents said Amazon Prime isn’t worth it. It caveated this, however, by nothing that just 10 percent said they definitely won’t be shopping on Prime Day.

Alexa was expected to get the rawest deal from consumers: According to DealNews, 92 percent of respondents didn’t buy Alexa-only deals last year, and 58 percent said they wouldn’t consider partaking in one in the future.

But despite all of the cynicism, Amazon has deemed past Prime Days record-breaking sales events. According to the company, the third-party sellers on its site represent nearly 40 percent of Prime Day Lightning Deals.