Christmas has come early for Amazon if analyst predictions are correct. JP Morgan believes that Prime Day, which takes place July 11, could net Amazon $1 billion in revenue, which would represent a 55% increase over last year's Prime Day. Prime Day is an annual event that allows Amazon to test their facilities and logistics for the holiday season. The event has also proven to attract new third party sellers and drive up Prime membership. This year, the event will last 30 hours, instead of the usual 24. Happy shopping!