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NEW YORK (TheStreet) -- Amazon (AMZN) - Get Amazon.com, Inc. Report has announced that it will reduce the cost of Prime membership for one day in celebration of the five Emmy awards won by its breakout original series Transparent

This Friday, from 12 a.m. ET to 11:59 p.m. PT, consumers will be able to sign up for a year of Prime membership for $67, a discount of $32 from the standard price of $99 a year. The deal is only available for new members.

Amazon offered a similar discount following its Golden Globes wins in January, when it offered a Prime membership for $72 in honor of it having been the 72nd Annual Golden Globes Awards. Prime members are some of Amazon's most loyal and active customers and the company does everything it can to drive people to sign up

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All of the Emmys and Golden Globes were awarded to Amazon's original series Transparent, which follows the life of a transgender woman named Maura and her family who were used to interacting with Maura as Mort, their father, husband, and grandfather. The second season of Transparent is set to premiere on Amazon on December 4.

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On Sunday night, Jeffrey Tambor, who plays Maura, took home the Emmy for Outstanding Lead Actor in a Comedy Series, and Transparent creator Jill Soloway took home the Emmy for Outstanding Directing for a Comedy Series. Amazon received its other three Emmys a week earlier at the Primetime Creative Arts Emmys.

"This has been an incredibly exciting year-with the Golden Globes wins in January and now twelve nominations and five Primetime Emmy wins. We are thrilled to celebrate Transparent with our customers by offering a Prime discount," said Michael Paull, Vice President of Digital Video for Amazon.

New original series set to debut on Amazon soon include coming-of-age dramedy Red Oaks (October 9), an adaptation of Philip K. Dick's The Man in the High Castle (November 20), and season two of Transparent (December 4).