Amazon is trying to entice Prime members to use its Prime Now delivery service and visit its Amazon Books stores by offering early Prime Day deals. Inc. wants Prime customers to try its Prime Now two-hour delivery service—and it’s offering incentives to do so in the days leading up to Prime Day, which begins Monday evening and goes through Tuesday.

Amazon, No. 1 in the Internet Retailer 2017 Top 500,on Friday announced it will offer Prime Day-like deals on products ranging from ice cream to alcohol from Saturday until Tuesday. Discounts on some products are 25%-30%. Prime customers also can receive $10 off their first Prime Now order and $10 off their next order by using a promotional code. Prime Day kicks off 30 hours of deals at 6 p.m. Pacific on Monday and runs through midnight Pacific on Tuesday.

Prime is Amazon’s loyalty program that offers shoppers who sign up for a yearly ($99) or monthly$10.99) subscription to receive benefits such as free expedited shipping, free digital photo storage and streaming TV shows and music.

Amazon also hopes to entice Prime members to visit one of its eight Amazon Books store locations. Amazon on July 5 began offering Prime-like deals at its bookstores exclusively to Prime members and will continue to run them through Tuesday. The move is designed to get Prime shoppers into one of its physical stores.


Amazon does not release figures on the number of Prime members it has. Data from Consumer Intelligence Research Partners (CIRP) released Thursday estimates that as of June, Amazon has 85 million Prime customers in the U.S., up 34.9% from 63 million this time last year.

EBay Inc. is among the latest online shopping sites that is planning on going toe to toe with Amazon on Prime Day. EBay will offer deals of up to 79% off in what a spokeswoman describes as its top summer promotion.

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