MUMBAI: In a bid to further boost its Prime subscription services -which account for one in every three customers for Amazon India -the ecommerce giant announced its first Prime Day to be held on July 10, 2017.The annual event hosted by the company in 12 countries including the US, the UK, Spain, Mexico, Japan, Italy, Germany, France, China, Canada, Belgium and Austria is being held in India for the first time."We are humbled by the tremendous response to Prime since its launch less than a year ago, and are thrilled to bring Prime Day to India, curating a special experience for our members with 30 hours of exclusive shopping and new streaming content," said Amit Agarwal, country head for Amazon India.As part of Prime Day, Prime members will have access to 30 hours of deal-based shopping starting July 10 and will get the first access to over 30 new launches from brands like IFB Delsey and Puma among others.The subscription-based programme, which saw membership treble from January this year to June, will offer members special offers on Amazon devices including Fire TV stick and Kindle with cashback being offered on Amazon Pay as well.Amazon has also partnered with MakeMyTrip BookMyShow and Swiggy to deliver discounts and offers for purchases across different rate slabs.The Prime Service has been the linchpin for Amazon's growth in India, Agarwal had told ET in an interview last month and the number of products under Prime has increased 70% to two million since the launch of the programme which guarantees one-day delivery in 100 cities.Prime Day will also be a catalyst for Amazon Prime Video's user base as the latter will launch a host of movies and new shows over six days including Amazon Prime Video's first original India series, Inside Edge.