Amazon is celebrating its 20th Birthday To celebrate its 20th birthday, Amazon is introducing Prime Day, a “global shopping event” that the retail giant says will offer more deals than Black Friday. The deals will become available at midnight ET on July 15th, but will only be available to Amazon Prime customers in the US, the UK, Spain, Japan, Italy, Germany, France, Canada, and Austria.

New Deals In Every 10 Minutes

Amazon isn’t just launching Prime Day because it’s in a celebratory mood. Amazon Prime was instrumental in helping the company turn a profit of $214 million in 4Q2014, a quick and dramatic reversal from the larger-than-expected loss it reported in the previous quarter.

The new promotion appears to be part of Amazon’s ongoing attempt to drive regular shoppers toward Prime membership. you can sign up for a free 30-day Prime membership prior to July 15th and still get access to the offers. Amazon has tacked on several new services, including the Dash Button and instant delivery. Prime Day may help convince more consumers to pay the $99 annual fee .