Prime Day is becoming bigger, said, in part by becoming longer.

Prime Day will begin on July 16 at noon Pacific Time and 3 p.m. Eastern Time, running through July 17. So it will extend from 30 hours to 36 hours this year, with more than one million deals exclusively for Prime members in the U.S. and around the world, as well as associated bargains at Whole Foods Market stores.

Prime members in the U.S., the United Kingdom, Spain, Mexico, Japan, India, Italy, Germany, France, China, Canada, Belgium, Austria and, new this year, Australia, Singapore, the Netherlands and Luxembourg can shop deals across TVs, smart home, kitchen, housewares, grocery, toys, fashion, furniture, appliances and back-to-school supplies as well as stock up on everyday essentials.

Prime Day will feature double the deals on Amazon devices, the company noted, and the biggest bargains yet on Alexa-enabled products including Echo, Fire TV and Fire tablets, in addition to new categories from home security to Echo devices with screens.

In another first-time Prime initiative, Amazon will…