Amazon is turning 20 on July 15, and to commemorate the occasion, the retailer will offer "more deals than Black Friday." Dubbed Prime Day, the retailer is promising a "global shopping event" that will be open to Prime subscribers in the US, the UK, Spain, Japan, Italy, Germany, France, Canada, and Austria. To further incentivize the purchase of Prime subscriptions, Amazon is slashing the price of annual membership to £59 (from £79) in the UK. New customers can sign up for Prime at a discounted price in the UK until midnight July 8.

Prime Day kicks off midnight PST on July 15th. New deals will be rolled out every ten minutes, and the retailer will offer discounts on all categories. If you're on the fence about getting an annual Prime subscription, Amazon allows you to try the service out for free for 30 days.

SEATTLE--(BUSINESS WIRE)--Jul. 6, 2015-- (NASDAQ:AMZN) – More than 90 years ago, holiday shopping found its official start the Friday after Thanksgiving, eventually becoming Black Friday, the biggest shopping day of the year. Over the years, Amazon has helped make Black Friday even more of a global online shopping phenomenon. Next week, Amazon turns 20 and on the eve of its birthday, the company introduces Prime Day, a global shopping event, offering more deals than Black Friday, exclusively for Prime members in the U.S., U.K., Spain, Japan, Italy, Germany, France, Canada and Austria. On Wednesday, July 15, new and existing members in the U.S. will find deals starting at midnight, with new deals starting as often as every ten minutes. They can shop thousands of Lightning Deals, seven popular Deals of the Day and receive unlimited fast, free shipping. Not a Prime member? To participate in Prime Day, Amazon customers can sign up for a 30-day free trial of Prime at

"Prime Day is a one-day only event filled with more deals than Black Friday, exclusively for Prime members around the globe. Members tell us every day how much they love Prime and we will keep making it better," said Greg Greeley, Vice President Amazon Prime. "If you're not already a Prime member, you'll want to join so you don't miss out on one of the biggest deals extravaganzas in the world."

Shop Prime Day Deals from Anywhere

Prime members can shop across dozens of categories including electronics, toys, movies, clothing, patio, lawn and garden, sports and outdoor items and more. Members will enjoy deals on items perfect for summer adventures, their to-do list, family road trips, back to school supplies, and everyday essentials. Prime members can shop on any device, including smartphones and tablets and find deals anytime, anywhere.

#PrimeLiving Photo Contest

Prime offers fast, free shipping on millions of items, unlimited streaming of movies, TV shows, music and books as well as unlimited secure photo storage with Prime Photos. Today, Amazon also invites members to experience Prime Photos, one of the latest benefits and enter for a chance to win a $10,000 Amazon Gift Card in each Prime-eligible country, by participating in the #PrimeLiving Photo Contest. What is #PrimeLiving? Members frequently reveal how much they love Prime. Now, Amazon is providing members a forum to share how Prime helps enable some of their happy moments. Did you save enough time today to take the dog for a long walk? Did you finish your shopping while lounging at the beach? Did you create a family film festival at home? Did you find the perfect playlist to create a summer dance party? After a long week of work, did you still arrive in the perfect outfit with just the right gift?

Take a snap, capture the moment. Members simply sign into Prime Photos between July 6 and July 15 to submit a photo on the contest page Photos will be selected and featured daily on Amazon's social channels leading up to Prime Day. One winner will be selected in each country based on the image that most creatively captures a happy moment of #PrimeLiving. Winners will also be invited to have their photos become screen savers on Amazon Fire TV.

Celebrating Prime Day

To launch the photo contest and celebrate Prime Day, local artists were commissioned in Prime-eligible countries, with locations ranging from Toronto to Milan to Seattle to Berlin, to create their interpretations of #PrimeLiving. These artists fully immersed themselves in Prime and then created public art that could be enjoyed locally as well as used by customers as inspiration for the #PrimeLiving Photo Contest. Find their work in an embeddable link here.