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.
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