More than 75% of online shoppers plan to visit Amazon.com on Prime Day, according to an Internet Retailer and Bizrate Insights survey.

Amazon.com Inc.’s fourth-annual Prime Day will be Tuesday, July 17.

Prime Day, which features deals on all kinds of products, launched in 2015 as a celebration of Amazon’s 20th year in business. It has turned into a summer sales holiday designed to drum up additional business before the holiday shopping season kicks off.

Prime Day also is a vehicle for Amazon to drive shoppers to sign up for Prime, its $119 per year loyalty program that offers such perks as free two-day shipping, digital photo storage and streaming video and music.

Prime Day 2017 was the second-biggest sales day for the retail giant, after Cyber Monday 2017, the company said in November. Amazon doesn’t disclose Prime Day sales figures, but it did say overall sales grew 60% compared with the 2016 holiday.

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Taking that into consideration, as well as a host of other data from industry experts, Internet Retailer estimates Amazon sold $2.41 billion worth of goods during the 30-hour sales event Tuesday, July 11, 2017, up 58.6% from $1.52 billion from 2016. Amazon sold roughly 325% more on Prime Day than it did on an average day last year, according to Internet Retailer’s analysis.

A survey of shoppers by Bizrate Insights and Internet Retailer earlier this year shows that more than 75% of online shoppers say they are planning to visit Amazon.com on Prime Day this year. Comparatively, the results of the same survey last year showed just under 70% of shoppers were planning to shop on Prime Day 2017.

It’s not just the current Amazon Prime members that are planning to shop on Prime Day. 27% who say they will shop on Amazon.com during Prime Day do not have a Prime membership (yet).

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When looking at total online shopping traffic on Prime Day, Amazon captured the vast majority of it, according to website measurement firm SimilarWeb. Amazon had 113.2 million visits to its site on Tuesday, July 11, 2017, a 49.1% increase from traffic on Tuesday, June 27, 2017.

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