Black Friday is coming four months early for Amazon Prime members. The online retail giant is celebrating its 20th birthday in a big way its upcoming deal-filled Prime Day.

The company announced the birthday extravaganza Monday, saying it plans to offer “more deals than Black Friday” to commemorate turning the big 2-0.

Next Wednesday, July 15, Amazon Prime members in U.S., U.K., Spain, Japan, Italy, Germany, France, Canada and Austria will find exclusive deals every 10 minutes starting at midnight.

“Prime Day is a one-day only event filled with more deals than Black Friday, exclusively for Prime members around the globe,” Greg Greeley, vice president of Amazon Prime, says in a statement.

To get the excitement flowing for Prime Day, Amazon announced it will host a PrimeLiving Photo Contest.

The contest asks customers to submit photos using the hashtag #PrimeLiving, showing off how their Prime benefits. The company will pick one winner from each Prime-eligible country to wing a $10,000 Amazon gift card.

Amazon did not elaborate on whether or not Prime Day is a one and done event or if the company might bring it back each year.

Step Aside Black Friday – Meet Prime Day [Amazon]

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