SEATTLE - Amazon's "Prime Day" sale gets underway at 12 p.m. PST, in what retail experts are calling "Christmas in July."
"Prime Day" is the online retail giant's manufactured retail holiday, it was created in 2014 to mark the company's 20th anniversary and has grown ever since.
Amazon is extending its annual "Prime Day" promotion to 36 hours this year and will try to lure more deal-seekers to the aisles of Whole Foods.
Amazon is hoping it can keep Prime attractive for current and would-be subscribers after raising the annual membership fee by 20 percent to $119.
- Amazon Prime Day is Monday Afternoon
- Target announces big deals to compete with Amazon Prime Day
- Amazon Prime Day was bigger than its Black Friday and Cyber Monday — combined
- Amazon is spending $800 million to make free one-day shipping standard for Prime
- Why some Amazon workers are going on strike on Prime Day
- Flash Flood Watch ahead for your Monday afternoon
- Walmart is rolling out next-day delivery. Look out, Amazon
- Iraq Prime Minister: 'Fight against ISIS is over'
- Socal police officer injured in motorcade for Canada's prime minister
- Boris Johnson will be UK's new Prime Minister