Amazon Prime Day may be jam-packed with deals for the e-commerce giant's customers, but for Amazon's small business sellers, it's an opportunity to expand reach in a major way.
The second annual retail event, which starts at midnight (PT) and ends at 11:59 p.m. (PT) on Tuesday, July 12, will feature more than 100,000 rolling deals for Prime members on household items, electronics, toys and more.
It is also set to be a big sales day for the thousands of small businesses that Amazon invited to participate. Of the 34 million items sold on last year's Prime Day, 14 million came from small business retailers, and Amazon expects that number to be even higher this year.
Entrepreneurs like Debbie Bean, who is participating for the first time, are hoping to turn those flash-sale customers into a new loyal following.
Bean, who lives in Los Angeles, sells stained glass home goods and jewelry online via Etsy and Handmade at Amazon, Amazon's store that features invited artisans selling handcrafted goods. Bean has been selling on Handmade since its launch in 2015, and while she hasn't seen a big boost in sales from the site, she isn't willing to give up yet. Bean plans to discount her glass trays by 20 percent on Prime Day, which is the minimum discount retailers must offer, according to Amazon.