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Amazon’s self-made holiday is returning for the fifth consecutive year.

Prime Day is back and will last a record 48 hours next month from July 15-16, when Prime members can shop for more than one million deals.

The summer sales blowout has become a tradition for Amazon, which took a page from rival Alibaba and its Singles Day shopping event in China. It’s a strategy to get people to spend more with Amazon and to sign up more Prime members.

“Our vision is that Prime Day should be the absolute best time to be a member – when you can enjoy shopping, savings, entertainment and some of the best deals Prime members have ever seen,” Amazon CEO Worldwide Consumer Jeff Wilke said in a statement.

Those members purchased more than 100 million products during last year’s fourth annual Prime Day, setting another new record as the “biggest shopping event in Amazon history.” Amazon also added more Prime members than any previous day in its history.

The company has more than 100 million Prime members who pay $119 per year to get benefits such as free two-day shipping — which will soon become free one-day shipping as part of a new initiative Amazon announced earlier this year.

Other competing retailers such as Walmart, Target, Best Buy, Macy’s, and Nordstrom conducted their own sales events last year to take advantage of the buzz around Prime Day.

Amazon is promising “thousands of product launches, plus celebrity brand collaborations and world-class entertainment events” as part of this year’s Prime Day extravaganza. The event actually extends beyond July 15-16. For example, Amazon said that “one of the best Prime Day deals” — a $120 discount on a Toshiba Fire TV Edition product — starts today and runs through June 30.

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