Amazon has brought the saying, “Christmas in July” to life with its Prime Day global shopping extravaganza and this year’s event promises to be bigger than ever.

The third annual Prime Day is set to span 30 hours, kicking off on July 10th, at 9 ET p.m., and concluding in the wee early hours of July 12. With new deals being rolled out as frequently as every five minutes, this year’s event is expected to easily eclipse sales from the past two outings. During Prime Day 2016, customer orders surpassed the first shopping event by more than 60% worldwide and more than 50% in the U.S.

As they did last year, many retailers will be taking advantage of the big uptick in online interest and shopping that Prime Day generates by hosting their own shopping events and promotions around the same time. That makes sense — why let Amazon have all the fun? But to really benefit, retailers should move beyond discounts and deals.

Here are four tips on how to get the most out of your summer sales event:

• Offer a great customer experience. Instead of emphasizing deep discounts, focus on offering the best…