Greg Brown

Weekdays, 10am - 3pm

Today is Amazon Prime Day… Will you buy anything?

Amazon’s fifth annual Prime Day got underway at 3 a.m. ET this morning, and this year will run for two full days, 12 hours more than last year’s 36 hours, ending at 2:59 am. ET on Wednesday morning. Amazon already kicked off some surprise deals yesterday that were supposed to start today, including on the Fire TV stick, the Echo and Kindle Paperwhite.

You have to have an Amazon Prime membership to take advantage of the deals, but if you’re not sure you want to pay $119 for an annual membership, you can sign up for a free 30-day trial. In addition to products that are available throughout Prime Day, there are also flash deals and Gold Box deals of the day. You can set up notifications for the deals and products you want to buy through the Amazon app.

Amazon-owned Whole Foods is also taking part, with a Spend $10, Get $10 deal, as well as other Daily Deals. In addition to racking up big sales numbers, Amazon uses Prime Day more importantly to spotlight its own products and get new members to sign up for Prime.

According to a new survey, only 21% of people absolutely plan on it.  45% say they won’t, and the other 34% will wait and see.