Amazon Prime Day Live Blog: The Best Deals Worth Checking Out

Today kicks off Amazon's annual Prime Day shopping event, offering customers with an Amazon Prime subscription the chance to save money on nearly countless items across the retailer's storefront.

Since we routinely share great deals on Apple products and accessories being sold on Amazon, we've launched a live blog today that will track notable Prime Day discounts from Apple accessory makers like Anker and EasyAcc, as well as other interesting sales as they go live. Prime Day will officially begin this afternoon at 3 p.m. ET and continue for 36 hours afterwards.

Note: MacRumors is an affiliate partner with Amazon. When you click a link and make a purchase, we may receive a small payment, which helps us keep the site running.

Before that time, Amazon has debuted early access Prime Day discounts on its own range of Alexa and Echo devices, with up to 50 percent off of products like the Echo Look, Fire TV Stick, Fire HD 10 tablet, and more, which are expected to last throughout Prime Day.

In contrast to deals that last for a majority of the event, there will also be limited-time lightning deals that appear at different times throughout the day and night, and only last for an hour or so.

In this live blog, we'll be tracking lightning deals, longer-lasting discounts, and competitor sales as products get marked down throughout Prime Day, so be sure to bookmark this page and check back for new bargains as Amazon's mid-year shopping event continues into Wednesday morning.
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Documents Reveal 26 Million U.S. Viewers Tuned into Amazon Prime Video in Early 2017

Amazon's U.S. audience for all movie and TV show programming on Amazon Prime Video was about 26 million customers in early 2017, according to company documents seen by Reuters.

Amazon Prime Video is provided as a benefit to Amazon Prime members who subscribe to Amazon's $99 per year Prime service, and features thousands of TV shows and movies, along with original content produced by Amazon.


Amazon has never revealed figures for its total Prime Video audience, but the documents provide an insight into the success of Amazon's successful original programming strategy, which involves producing content to entice consumers into Prime membership and boost merchandise sales.

For example, the documents cover late 2014 to early 2017 and compare metrics for 19 shows exclusive to Amazon, including cost, viewership and the number of people they helped lure to Prime. Known as Prime Originals, the shows account for around a quarter of what analysts believe to be total Prime sign-ups over the same period.
Video has grown to be one of Amazon’s biggest expenditures at $5 billion per year for original and licensed content, two people familiar with the matter said. The company has never disclosed how many subscribers it won as a result, making it hard for investors to evaluate its programming decisions.

The internal documents show what Amazon considers to be the financial logic of its strategy, and why the company is now making more commercial projects in addition to high-brow shows aimed at winning awards, the people said.
According to the documents, season one of alternate history drama "The Man in the High Castle", which is based on Philip K Dick novel, had 8 million U.S. viewers as of early 2017. The program cost $72 million in production and marketing, and attracted 1.15 million new subscribers worldwide.

Amazon's accounting reveals that the show drew new Prime members at an average cost of $63 per subscriber. A Prime subscription costs $99, while Prime members often go on to buy more goods from Amazon than other consumers. The documents also reveal that Amazon drew over 5 million people globally into its Prime subscription membership by the beginning of the 2017.

Apple announced Amazon Prime for Apple TV last summer, but owners of the set-top box had to wait six months for the service to eventually drop. Amazon Prime Video supports Apple's centralized TV app, meaning users can use Siri Universal Search to find Amazon Prime Video content, and add it to their "Up Next" queue of shows and movies.


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Amazon Readies Bid for English Premier League Soccer Streaming Rights

Amazon could be preparing to bid next month for the rights to stream English Premier League soccer matches, if a report by Bloomberg this morning is anything to go by.

According to a source familiar with the matter, the digital giant sees the English Premier League as a huge opportunity to draw more people to its Prime membership service in the U.K. and convert occasional customers into more loyal shoppers.


Amazon has already bought video streaming rights for live sport including tennis and the National Football League, but the Premier League remains Europe's most prized live sports broadcast asset and with a growing audience in the U.S., fits in perfectly with Amazon's broader strategy to bring more sports content to its global customers.

The e-commerce giant recently tied up a deal to produce a documentary series with Manchester City, the current Premier League leaders, which previously increased speculation that it might next pursue live soccer rights. Currently Sky and BT Sport share the rights to the EPL, following an auction in 2015 that saw the broadcasters splash £5.1 billion ($6.9 billion) between them for three seasons.

The next auction in February will see seven packages being offered by the Premier League, varying from 32 matches to 20 matches each. Amazon could bid for one of the smaller packages for broadcasting in the U.K., according to Bloomberg. Auctions for streaming rights in other markets are usually held separately. Both Amazon and the Premier League declined to comment.

Back in September, Apple revealed its own aspirations for offering more live sports through Apple TV 4K, with a new sports section on the device and in the new TV app offering integration with channels like ESPN. But despite sports generally being seen as a big selling point for any set-top-box device, Apple's offerings in the TV category remain skewed towards American audiences.

However, if Amazon chose to offer sports through its Prime Video app on Apple TV, it's theoretically possible that U.K. owners of Apple's set-top box could one day stream EPL matches to the device.


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