US-based Amazon, the largest internet retailer, will fire a serious opening salvo at the Dutch market on 16 July with its first Amazon Prime Day, which is described as the biggest flash-sale in the world.

Customers in the Netherlands will be able to take advantage of the ‘bargains’ to be had on Amazon’s website for 36 hours. These include thousands of items in all categories, nu.nl said in an advertorial, widely picked up by other media, on Friday.

This is the first year that Amazon Prime subscribers in the Netherlands will have access to Prime Day. Last year customers in 13 counties could participate.

Amazon Prime is a paid subscription service that gives users access to free one-day delivery, streaming video and music, and other benefits. As of April 2018, it had more than 100 million members.

Amazon is offering Prime subscriptions in the Netherlands for €3.99 for the first month rising to €5.99 in September.

Amazon’s main Dutch competitors are Bol.com and Coolblue.