Amazon Prime on BT TV STBs

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The banner, found on Amazon's United Kingdom site, says that Prime Day 2018 sales will last for a day and a half - 36 hours - making it the longest Prime Day ever.

An image on the Amazon U.K. site spotted by TechRadar seems to have revealed July 16 as the start date for the latest edition of Amazon's now annual summer sales event ahead of an official announcement from the retail giant.

"We're delighted to add to that range of devices with Prime Video now available to access via BT TV set top boxes - we think customers are going to love the opportunity to stream their favourite Prime Original shows and Prime exclusive sports on the device". Now we will have to wait for Amazon to officially announce a date for Amazon Prime Day 2018.

According to a report from Business Insider, Morgan Stanley says the problem stems from a simple "lack of awareness" about what's included in Prime, with most individuals signing up for free 2-day shipping and other shopping benefits.

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Amazon has extended Amazon Prime Wardrobe, its try before you buy service, to all Prime members in the US. But Amazon's Prime Day is a step further, an Amazon-themed day that's all about spending money.

For a quick recap, you can check out CNET's guide on everything you need to know about Prime Day. This could be general ("I want a good TV at a great price") or more specific ("I really hope the Instant Pot will be on sale"), but it'll be extra helpful when you're looking for offers you actually care about in a sea of discounts and lightning deals.

Amazon Marketplace sellers also typically get in on the deals action, so basically you should expect deals across the entire online store, from tech to clothing, wearables to smart home. Though they've been involved in the sales event since its inception in 2015, Marketplace retailers could offer consumers some of the biggest deals and discounts of the sale. Don't blame Amazon if you're inundated with cat-related deals on Prime Day.

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