Amazon is at it again. It has scheduled its second annual Prime Day sale for July 12.

Last year's Prime Day went bonkers. U.S. sales surged 93% on July 15, according to online retail tracker ChannelAdvisor. European sales jumped 53%.

Prime Day is Amazon's attempt to create its very own Black Friday in July.

But there were a lot of consumer complaints about Prime Day last year. Abobe reported that people were disappointed to find too many deals for socks and Adam Sandler movies. West Coast consumers were miffed that buyers back East grabbed the good stuff first.

Related: Record sales on Prime Day 2015, but consumers unhappy

Amazon did not immediately return a message from CNNMoney to explain whether it addressed consumer concerns from last year.

The company is promising 100,000 deals, with an emphasis on TVs. Amazon (AMZN) said the U.S. deals will offer twice as many TVs "compared to Black Friday and Cyber Monday combined."

"From TVs to headphones and slow cookers to vitamins -- Prime Day will include deals on things you want, things you need, and everything in between," said Amazon.

For U.S. shoppers, Amazon Prime Day will begin at midnight PT on July 12, with new deal popping up every five minutes. The deals are only for Prime members, but Amazon is offering free membership trials ahead of Prime Day.

Prime Day is also happening in seven European countries as well as Canada and Japan.