Amazon Prime Day is extended this year.

It starts at 3 p.m. Eastern July 16, 2018 and will last 36 hours, Amazon said. That's 6 hours longer than in 2017.

Prime Day is a chance for people to sign up for Amazon Prime memberships and take advantage of the retailer's deals. 

The new price tag for an annual Prime membership is $119. That's up 20 percent from last year.

Last year's Amazon Prime Day was the largest sales day ever for the online retailer.