Amazon Prime Day Will Take Place July 12 Inc. announced Thursday that Prime Day will take place on July 12. This is the second year for the e-commerce giant's sale event, which will include more the 100,000 deals available for Prime members in the U.S., Japan, Canada, and select European countries, including the U.K. Spain and Italy. Prime Day starts at midnight PT, with new deals every five minutes. Amazon will offer deals to Prime members between July 5 and July 11 in the lead-up to Prime Day. And between July 5 and July 12, Prime members in the U.S. will receive 40% off a Kindle Unlimited membership. Last year, 398 items were ordered per second worldwide on Prime Day, according to Amazon. Shares of Amazon are up 0.2% in Thursday trading and up 65.3% for the past 12 months. The S&P 500 is up 0.6% for the past year.

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