Amazon Pre-Prime Day Blu-ray deals! Amazon’s highly anticipated annual shopping event, Prime Day will start on July 16 at 12pm PT/3pm ET and will run through July 17. Bigger than ever, Prime Day (and a half) will extend from 30 hours in 2017 to 36 hours in 2018, with more than one million deals exclusively for Prime members around the world! This year, Prime Day will also feature double the deals on Amazon devices—and the biggest deals yet on Alexa-enabled products like Echo, Fire TV and Fire tablets, in addition to new categories from home security to Echo devices with screens.