June 17 (UPI) -- On Tuesday, Amazon announced its extending its Prime Day discounts by four days. Prime Day deals will now run through 96 hours this year, starting on July 8 at 12:01 a.m. PT and ending on the 11th, Amazon said in a release. For the first time, Prime members now have a longer time to shop deals that include practically everything from food and school supplies to personal care and pet items. Prime Day was initially launched in 2015 for members in Amazon's $139-a-year loyalty