Majority of USA households are Amazon Prime members

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For those who are new to this two day sale extravaganza, you have to be a member of Amazon Prime to get the full benefits.

Customers have to join Amazon Prime to get discounts during the 48-hour event. The stock has added an average of close to 6%, outpacing the S&P 500 return by a significant margin during the post-Prime Day period. It's 58-percent off for Prime Day, costing you $210 as opposed to its regular price of $500.

Amazon faces increased pressure this Prime Day, however. Best Buy, EBay, Target and other retailers are also offering discounts.

"This will be the most competitive Prime Day ever", said Justin Belgiano, senior vice president at Nielsen.

Prime Day has become Amazon's annual summer show of force in the shopping world.

Some of the deals listed above may only be available to Prime members.

It has built-in Google Assistant & Amazon Alexa and with your voice, you can ask for your favorite tune, change the volume and enjoy hands-free, voice-controlled experience. Everything from the standard 9.7-inch model all the way up to the largest iPad Pro are taking part in today's Prime Day iPad sale. The company is famous for offering some great discounts on this - the day of unbridled retail celebration.

"Yes, all of these retailers are getting revenue out of it (Prime Day), but the big victor in this is still Amazon", said Guru Hariharan, chief executive of CommerceIQ, an e-commerce sales and advertising platform for consumer brands.

Amazon First Reads - Choose one featured early release book for FREE every month with Amazon First Reads. Amazon CFO Brian Olsavsky called it "Christmas in July". The company' stock, worth almost a trillion dollars, has been positive nine of the last 10 days.

In 2017, Prime Day "really got a lot more traction...in particular internationally", Olsavsky told analysts last October. Amazon's own products, like its Fire tablets and Echo smart speakers, are usually among the strongest sellers.

Amazon says it already offers what the workers are asking for.

Amazon is telling everyone that they will have 1-day shipping available on more than 10 million products and there is not a minimum to spend either. One of the best 24-hour deals we've seen so far is these top-rated Sony WH-CH700N Wireless Bluetooth Noise-Canceling Headphones, which are now majorly marked down.

Other companies are trying to cash in next week, too.

"Competitors are learning to counter-program", Portell said.

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