Are You Excited? Amazon's Massive Online Shopping Event Is About to Start

Amazon.com Inc.'s (AMZN) - Get Report   Prime Day kicks off at 9 p.m. ET on Monday and runs through July 12 at 3 a.m. Amazon said it will be offering new deals every five minutes.

Amazon made an estimated $415 million on its first Prime Day in 2015 and an estimated $525 million on Prime Day 2016, according to FBIC analyst Deborah Weinswig. Analysts are calling for even higher sales in 2017, with some projecting sales of between $800 million and $1 billion for Amazon's third Prime Day event.

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