This week, Amazon officially announced the dates for its fifth annual shopping holiday known as Amazon Prime Day. The now two-day event will span from Monday July 15 at midnight pacific time and extend until Tuesday July 16 at 11:59 PM for a whopping 48 hours of madness. Although it seems to be the case every year, Prime Day 2019 is set to be the biggest one yet with more than 1 million deals for Prime Members.

Aside from a few early bird deals and a handful of previews, Amazon is mostly hush-hush about what products will be on sale and for how much off. Reason for that being is they want people to check back on the site and app frequently over the course of those two days. However, they did say that all categories would see some type of action on Prime Day.

Headlining that list right now is the Toshiba Fire Smart TV dropping down to $180 from $300. It’s also no surprise that Amazon is discounting some of its own products and brands including the myQ Smart Garage Door Opener with Amazon Cloud Cam. Based on previous Prime Days and expert opinions, Amazon is likely to add its Echo speakers, Fire tablets, Kindle readers, Blink Cameras and more to the lineup as well.

Though they’ve been known to crush it every year, a main factor that might pose an issue for Amazon’s success this year are the estimated 250 competitors that are also hosting sale events on the same days. Both eBay and Target are planning discount events on their products beginning – you guessed it – on July 15. eBay’s Crash Sale promises deals of up to 80 percent on various products including those from Apple, Garmin and Samsung. Additionally, Target will also be hosting Deal Days throughout the entirety of Prime Day. And like Amazon, Target did not reveal too much detail into what to expect but promised sizable discounts on home, apparel, and toy brands.

It’s also worth reiterating that Prime Day is reserved for Prime Members ONLY, so that may affect where consumers decide to spend their money. But either way, Amazon is very likely to dominate sales during the mid-July shopping extravaganza and continue to stay on the rise they’ve been on since 2015.

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