It's official: Amazon has confirmed that Prime Day 2018 will take place over the course of 36 hours, beginning at 3 p.m. on July 16 and ending at 3 a.m. on July 18. As, Amazon cheekily calls out in its press release, this is "Prime Day (and a half)".
Prime Day is not only longer this year (2017's deals lasted 30 hours), it's also bigger than ever before. The blockbuster sales event will include discounts at the Amazon-owned Whole Foods for the first time (save an extra 10% on sale items), as well as 50% more deals on Amazon devices (expect major savings on Alexa-enabled products) and double the number of standout Spotlight Deals.
Amazon is also turning Prime Day into a release day: Third-party brands will reportedly "unbox" exclusive new products on the site, including toys and Alexa-enabled devices.
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