Amazon this morning announced that its annual Prime Day promotion this year actually will last two days - starting at midnight Pacific Time on Monday, July 15 and running for 48 hours, the first time it has lasted that long.

According to the announcement, “Prime Day will offer more than one million deals globally, including new featured Lightning Deals. These deals will include jaw-dropping prices on top-tier brands. Due to the nature of these deals, many will have limited quantities and could sell out fast, so Prime members should come back frequently to view new deals launching throughout the 48-hour event.”

One Prime Day deal already has started, offering $120 savings on a Toshiba HD 43-Inch Fire TV Edition Smart TV, selling now for only $179.99. In addition, starting today Prime members can rent Us, the Jordan Peele thriller, for $2.99.

This year, the announcement says, “members can shop hundreds of thousands of Prime Day deals from small and medium-sized businesses around the globe and, for the first time, members will be able to shop a dedicated page of Prime Day deals from U.S.-based innovators, artisans, and entrepreneurs. Prime members can support small and medium-sized businesses this Prime Day by shopping deals from Amazon Storefronts, Amazon Handmade, Amazon Launchpad and more. Last Prime Day, small and medium-sized businesses selling in Amazon’s stores surpassed $1.5 billion in sales.”

Last year, Prime Day was said to have generated the sale of more than 100 million products during this year’s event, with analysts saying that sales hit $4.2 billion during the 36-hour promotion.

KC's View: I’m sure this will be enormously successful for Amazon … but I suspect that those could be the only 48 hours this year when I won’t be going on its site. Unbridled consumption - buying things for the sake of buying them - just ain’t my thing.