By Brad Tuttle
July 10, 2019

As if Amazon Prime Day needed any more hype: This year, to help promote Prime Day deals and get more people to sign up for Prime subscriptions, Amazon is live streaming a Taylor Swift concert for free.

The Taylor Swift concert will go live starting at 9 p.m. ET on Wednesday, July 10, exclusively on Amazon. You can watch for free tonight by logging in to an Amazon Prime account and heading to Prime Video. Officially titled the Prime Day 2019 Concert, the show will also feature Dua Lipa, SZA, and Becky G, in addition to headliner Taylor Swift.

If you don’t have an Amazon Prime subscription, you can sign up for a free 30-day Prime trial here. You will also need a Prime account if you want to take advantage of all the Amazon Prime Day deals. Prime Day 2019 will actually take place over two full days: Monday, July 15, and Tuesday, July 16.

After the free trial, Amazon Prime generally costs $12.99 per month or $119 per year. (Students pay half price for Prime, after a six-month free trial.) In addition to unlimited streaming of Amazon’s video and music library, Prime members get free two-day (or faster) shipping on most Amazon purchases.

Amazon says that there will be over one million deals offered on Amazon Prime Day 2019. The first Amazon Prime Day took place in 2015. Promoted as a “summertime Black Friday,” the deals ranged from awesome to mediocre to just plain weird.

Beyond the basic goal of drumming up sales on an otherwise random Tuesday in the summer, Amazon created Prime Day to boost Prime memberships. After all, you have to be a Prime subscriber to get the special discounts on Amazon Prime Day, and Prime membership is correlated to dramatically increased spending at Amazon all year long.

Adding hot new video content that’s exclusive to Prime members — such as tonight’s Taylor Swift concert live stream — could nudge plenty of fans into becoming Prime subscribers.

It’s strategic on Amazon’s part to host a Prime-member exclusive like tonight’s concert a few days before Prime Day itself. Why? For one thing, the Prime Day 2019 Concert featuring Taylor Swift is obviously designed to get shoppers thinking about Prime Day and all the deals.

Also, it’s wise to try to get new subscribers to sign up for Prime free trials in advance of Prime Day. In prior years, Amazon’s site has crashed on Prime Day because of all the people hunting for deals and also trying to sign up for Prime. If people get their new Amazon Prime subscriptions set up today, they’ll be ready and waiting when Prime Day 2019 arrives on Monday.

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