Looking for some Black Friday kind of deals in the middle of July? If you are, this is your week.

Online retailer Amazon.com has dubbed Wednesday as “Amazon Prime Day,” to celebrate the 20th anniversary of the website. That means any of the company’s Prime users will have access to more sales items than they do on Black Friday, the Friday after Thanksgiving that often is the busiest shopping day of the year. The sales begins Wednesday at 12:00 a.m. Pacific time.

Amazon Prime is a service that costs $99 a year and makes members eligible for free two-day shipping and gives them access to Amazon’s streaming video, music and other services.

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