In this Oct. 18, 2010 file photo, an package awaits delivery from UPS in Palo Alto, Calif. Amazon on Thursday, March 13, 2014 said it is raising the price of its popular Prime membership to $99 per year, an increase of $20. It's the first price increase since the online retailer introduced its Prime membership program in 2005. (AP Photo/Paul Sakuma, File)
 (AP Photo/Paul Sakuma, File)

Catherine Shu, TECHCRUNCH

( — Black Friday, the annual shopping extravaganza which brought in more than $1.5 billion in online sales alone last November, is arguably the single most important day for retailers in the U.S. Now Amazon wants to steal its thunder with Prime Day.

The e-commerce giant announced that it will mark its 20th anniversary on July 15 with deals for subscribers of its Prime shopping program in nine countries (the United States, United Kingdom, Spain, Japan, Italy, Germany, France, Canada, and Austria).

In a press release, Greg Greeley, vice president of Amazon Prime, claims “Prime Day is a one-day only event filled with more deals than Black Friday,” but the company did not specify if that means Amazon will offer more deals on July 15 than it did during Black Friday, if the value of the deals will be worth more, or if it hopes Prime Day eventually trumps Black Friday as each year’s main celebration of consumerism (TechCrunch has emailed Amazon for more information).



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