Amazon’s inaugural Prime Day in 2015 was created to celebrate the company’s 20th birthday and led to the rapid growth of Prime subscribers. Today, Monday, July 10, Amazon is offering deals for thirty hours on more than 100,000 products on its sites around the world.

To keep Prime Day important to consumers, Amazon is giving people a reason to shop—and that’s by offering more deals, better deals, and higher stock of the best deals. And most interestingly for this site, they are also a large number of private brand items and featuring their brands in prominent heavily weighted slots on my Prime Day landing page. 37.5% of the blocks featured Amazon private brand products including Wickedly Prime, Happy Belly, Amazon Elements, Amazon Basics, Amazon Kindle, Amazon Echo, Amazon Alexa, Amazon Dash and Pinzon just to name a few.

This is Amazon demonstrating the strategic importance of their own brands on their most important day of the year.