Daniel Acker | Bloomberg | Getty Images
Amazon Prime has long been considered one of the better deals in tech, and on Friday it’ll get even better.
To celebrate the launch of its new Prime-only TV show, The Grand Tour, Amazon will be cutting the price of Prime membership from $99 for a year to $79 on Friday, November 18.
The one day sale will run from 12:00 a.m. ET until 11:59 p.m. PT and is only available for new members.
Regardless of whether you are interested in the adventure show, the $20 discount on Prime membership is worth noting, particularly with the holiday shopping season already upon us.
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For $99 per year, subscribers get free two-day shipping, access to TV shows and movies on Prime Video, music streaming through Prime Music and the ability to read books and magazines through Prime Reading.
For holiday shoppers, Prime is even more valuable as Amazon gives Prime members a 30-minute headstart on it’s Black Friday “Lightning Deals.”
The announcement of the Prime sale comes as Amazon prepares for a major rush of holiday shoppers. On Wednesday morning, the company unveiled the first of its Black Friday deals including a slew of big discounts on TVs.
Attracting Prime members is a crucial part of Amazon’s retail strategy. While the online retail giant does not disclose how many Prime members it has, Chicago-based Consumer Intelligence Research Partners estimated that at the end of the September 2016 quarter there were 65 million U.S. members.
The firm estimates that 52% of Amazon U.S. customers are Prime members.
Prime members are especially valuable to Amazon, with these users spending about $1,200, on average, every year, compared to about $600 per year for non-member customers.