Following the launch of its subscription service Prime, Amazon is bringing its made up sales day to Australia for the first time.

Prime Day (which is actually 36 hours long) will kick off on 16 July at 12pm AEST and run until midnight on 17 July.

By offering deep discounts exclusively to members, the shopping event aims to convert regular customers into higher-spending Prime users.

Amazon is also promising “incredible savings” on Amazon devices including Alexa-enabled products – a tactic which helps broadens the Amazon hardware user base, bringing consumers deeper into the Amazon ecosystem.

Amazon launched Prime in Australia on 19 June, offering free two-day delivery on eligible products to nearly 90 per cent of Australians for an annual fee of $59. Australians can also join Prime at the introductory price of AU$4.99 or start a 30-day free trial at to participate in Prime Day.

The Prime Day announcement comes days after Amazon started blocking Australians from making purchases from or its other international sites, in order to comply with new GST rules.

Last year Amazon said Prime Day was the biggest-ever sale day in its history. The company doesn’t reveal the exact figures behind the sale, although analysts Cowen & Co and JPMorgan Chase & Co estimated the day generated about $US1 billion in revenue for Amazon — which is triple its daily average.

The timing of the sale means Prime Day will kick off in Australia before traveling around the world. Prime has more than 100 million paying members around the globe, and other countries taking part in their own Prime Day this year include the US, UK, Spain, Mexico, Japan, India, Italy, Germany, France, China, Canada, Belgium, Austria, Singapore, Netherlands and Luxembourg.

“Having just launched Prime in Australia, we are delighted that Australian members can now enjoy the unparalleled combination of shopping and entertainment benefits that Prime gives them,” an Amazon Australia spokesperson said. “We hope that Prime Day will provide them with even more value.”

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