Perhaps the biggest sale of the 2018 is here! Amazon’s Prime Day, i.e. the e-commerce honcho’s annual sales event would be held on a much bigger spectrum this year on July 16, starting from 12 PM PT/3 PM ET, as per the announcement by the retailer announced today. One big change this time is the event’s length. For instance, last year, Prime Day ran 30 hours, but this year’s event would extend up to 36 hours. With this, Amazon added that, in addition to being the longest Prime Day to date, the event would also expand to new markets this year.

Australia, Singapore, Netherlands and Luxembourg are the names to join the other countries hosting Prime Day this year, which already includes the U.S., U.K., Spain, Mexico, Japan, India, Italy, Germany, France, China, Canada, Belgium and Austria.

Talking of products, similar to the previous years, Amazon is touting deals across product categories, like TVs, smart home, kitchen, grocery, toys, fashion, furniture, appliances, back-to-school supplies and everyday essentials.

Of course, Amazon would again mark down its own devices for Prime Day. The retailer here added that it would be offering “double the deals” on Amazon devices, including the lowest prices to date on Echo, Fire TV and Fire tablets.

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This session could be for the “home security devices” that would be newly on sale this year during Prime Day, alongside the Echo Show. In addition, this year Amazon would be bringing Prime Day to Whole Foods.

Amazon added that, for the prime members shopping in-store, they might as well avail an additional 10 percent off hundreds of sales items and would also receive other deep discounts on popular products. Plus Prime Rewards Visa card members would be receiving double the rewards, 10 percent back from July 14 through 17 when shopping Whole Foods.

In addition to the usual slate of deals, some brands are unveiling new products, new content or special edition products for Prime Day 2018. This list now includes the new Delta Trinsic Touch2O, the first Alexa-enabled kitchen faucet, Coleman RoadTrip LXE portable propane grill, Fingerlings Light Up Unicorn Mackenzie, an exclusive version of the Moto G6 64 GB and also an Audible Original production, Hi Bob! This has Bob Newhart sitting down with guests like Sarah Silverman, Will Ferrell, Lisa Kudrow, Jimmy Kimmel, Judd Apatow and Conan O’Brien and a lot more. Amazon is kicking off the Prime Day deals starting immediately, however.

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Coming back to this mega event, during Prime Day, Amazon would be adding 50 percent more Spotlight Deals, featuring the deals across the following. Watch a Deal (deal notifications from the Amazon app); Prime Day Sneak Peek (sneak peek at deals in the app from July 9-15); deals by Popular Interests (deals organized by 40 of the most shopped interests); Alexa Shopping (ask Alexa for deals); Amazon Prime Credit Cards (5 percent back on Prime Day purchases).

This Prime Day initially began as a way to drive more consumers to subscribe to Amazon’s annual Prime membership program, which now has more than 100 million paid members. However, because of the presence of a numerous deals available, it’s also become a sales event that largely out numbered Black Friday, Cyber Monday and other sales holidays for Amazon. Prime Day 2017, for instance, was the biggest sales day in history for Amazon, up 60 percent from the year before. Now, With Amazon doubling down on the event this time around, with more new and exciting device deals, Whole Foods deals, market expansions and longer hours, it would likely to break records again.