Amazon announced Thursday that this year's event will kick off on July 10 at 9 p.m.
Amazon did not divulge Prime membership signups for its second Prime Day in 2016, but did note that overall sales jumped 60% from 2015.
For Prime Day 2015, customers ordered 24.4 million items and broke all previous Black Friday records with 398 items ordered per second.
Amazon Prime members pay $10.99 per month or $99 annually for free two-day shipping on many items, access to TV shows and movies and other perks.
As with Prime Day 2016, members who participate this year with an Echo, Echo Dot, Echo Show, Amazon Tap, Fire TV or Fire tablet will get some exclusive offers.