Amazon's longest Prime Day ever kicks off on July 16

10:05 AM ET Tue, 3 July 2018

Prime Day 2018 will kick off on July 16 at 3 p.m. ET, Amazon announced Tuesday. Deals will run for 36 hours through the following day, making this the longest Prime Day event in the company's history. Prime Day this year will also include deep discounts at Whole Foods.