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Amazon is bringing back Prime Day on July 11th

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Apparently you can invent your own holiday if you try hard enough

Set your alarm clocks and get your credit cards ready, everyone, because it’s time for Amazon’s Christmas in July. Or more accurately, Amazon’s Black Friday in July. That’s right, friends: Amazon has announced its third annual Prime Day on July 11th.

For the third year in a row, Amazon is clearing out its warehouses of old stock running a festival of deals for Prime members. And just like Black Friday, Prime Day starts earlier than ever, with some deals set to start as early as July 5th and the actual Prime Day festivities kicking off a night early on July 10th, at 9PM EST / 6PM PST.

In terms of early deals, Amazon doesn’t have too much information on what those will entail, but here’s what to look out for:

As noted by The Wirecutter, which went through almost 8,000 Prime Day deals last Prime Day to highlight only 64 of them as worthwhile, there’s a good chance that a lot of the “deals” are simply months-old price drops of the manufacturer’s suggested retail price. So using a price history tool — like CamelCamelCamel — can go a long way toward making sure your Prime Day deals are actually deals.

And, of course, The Verge will be doing our best to hunt down the best deals we can find on Prime Day, so keep it locked on July 11th.