Amazon is to offer its Prime subscribers access to “more deals than Black Friday” on 15 July, as it gears up to celebrate 20 years in business.

Subscriptions to the Amazon Prime service, which recently announced one-hour delivery to customers in London, will be discounted from the usual price of £79 to £59 in the week leading up to the sale.

A spokesperson said “Prime Day is a one-day-only event filled with more deals than Black Friday, exclusively for Prime members around the globe. Members tell us every day how much they love Prime and we will keep making it better.”

The sale, which will consist of short-running ‘flash’ sales, will take place in nine countries, and starts at midnight Pacific Standard Time, 8am in the UK.