If you’re thinking about signing up for Amazon Prime, it might be a decent idea to do it by July 15th.

Amazon has just announced Prime Day, an online shopping “holiday” for Prime members that it says will trump Black Friday in terms of deals offered.

According to the company, Prime Day will take place on July 15th and is being initiated in honor of Amazon’s 20th birthday.

“Next week, Amazon turns 20 and on the eve of its birthday, the company introduces Prime Day, a global shopping event, offering more deals than Black Friday, exclusively for Prime members in the U.S., U.K., Spain, Japan, Italy, Germany, France, Canada and Austria. On Wednesday, July 15, new and existing members in the U.S. will find deals starting at midnight, with new deals starting as often as every ten minutes. They can shop thousands of Lightning Deals, seven popular Deals of the Day and receive unlimited fast, free shipping,” says the company.

“Prime Day is a one-day only event filled with more deals than Black Friday, exclusively for Prime members around the globe. Members tell us every day how much they love Prime and we will keep making it better,” said Greg Greeley, Vice President Amazon Prime. “If you’re not already a Prime member, you’ll want to join so you don’t miss out on one of the biggest deals extravaganzas in the world.”

The promise of a deals extravaganza will likely push a good amount of people to at least try an Amazon Prime free trial. The company sure hopes they’ll stay on and pay the $99 a year, as Amazon Prime subscriptions have been crucial in helping it turn a profit as of late.