Amazon wants to turn its 20th anniversary into a national shopping holiday. The online giant announced the launch of Prime Day, a one-day shopping event on July 15 that will offer Amazon Prime members the deep discounts (and buzz) associated with Black Friday.

On Prime Day, members will be able to shop exclusive deals from electronics, toys, video games, movies, clothing, sports, outdoors and more. Specific brands or products have not been revealed, however, Amazon said there will be a special focus on discounted summer items. The deals will begin at midnight PST on July 15, with new deals throughout the day, as often as every ten minutes.

Greg Greeley, vice president of Amazon Prime, 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.”

Customers can now sign up for a free 30-day trial to obtain access for Prime Day.