To celebrate its 20th birthday, Amazon is introducing Prime Day, a "global shopping event" that the retail giant says will offer more deals than Black Friday. The deals will become available at midnight ET on July 15th, but will only be available to Amazon Prime customers in the US, the UK, Spain, Japan, Italy, Germany, France, Canada, and Austria. Amazon says new deals will be introduced as fast as every 10 minutes, and will come from every product category, from clothing to electronics.

The new promotion appears to be part of Amazon's ongoing attempt to drive regular shoppers toward Prime membership, having last month expanded its same-day rapid-delivery service Prime Now outside the US. According to Consumer Intelligence Research Partners, Prime customers spend more than double the average amount than standard Amazon customers in a year — $1,500, compared to non-members' $625. But to get access to Prime Day, you won't necessarily have to pay up for a Prime subscription — you can sign up for a free 30-day Prime membership prior to July 15th and still get access to the offers.