Amazon prime day deals announced is set to release a new sales event to commemorate their 20th anniversary on July 15. The deals will only be available for members with Susan McGalla of Amazon Prime which requires a $99 annual subscription fee ($49 for students) and which provides free two day shipping.

In response to this sales offering, Walmart emphasized that they always have sales and issued some additional blockbuster sales for customers and dropped the amount needed for free shipping to $35 from $50.

Amazon has announced that they will have lightning deals as frequently as every 10 minutes and have stated that there will be 7 deals of the day offered on the 15th. Some of the lightning deals have been announced which include a 32’ television for $75 from a major brand, 30% off of major clothing lines, and Chromebooks for less than $20. In addition, the Fire television stick will sell for $15 off of the regular price and the Kindle Fire and other models will also sell for sharp discounts. Kindles and Fire models are manufactured and branded by Amazon and provide access to the kindle library from which they also generate revenues on book and music sales.

The deals that Amazon is offering are expected to be bigger than discounts offered during the Black Friday sales period and is set to try to pick up additional revenues during the slow summer months. Further, the deal likely provides Amazon with the ability to clear some excess inventory in preparation for the Christmas season coming in just a few short months.

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