For the third year in a row, Amazon Prime members can snag exclusive deals to celebrate the company’s anniversary

It’s that time of the year again — Amazon Prime Day finally has arrived.

Today — July 11 — is the day to celebrate the anniversary of Amazon, all while enjoying discounts on a wide selection of popular items. Originally launched in 2015 to celebrate Amazon’s 20-year anniversary, Prime Day — now in its third year — has become a highly-anticipated e-commerce tradition.

Throughout Prime Day, Amazon Prime members can forage through thousands of items to find deals that are at least 20 percent off. These deals are comparable to those found on Black Friday but are exclusively for Prime members only. To take advantage of the deals, shoppers must be existing Prime members.

Researchers at National Today asked 2,000 Americans how they will spend this shopping spectacular and found that 60 percent of Americans plan to participate.

According to the survey, 76 percent of Americans have heard of Amazon Prime Day, and eight in 10 Americans regularly shop on the site.

The top 10 most in-demand Amazon Prime Day deals are in the following categories:

#1: Toys and kids’ and babies’ items (25 percent)
#2: Electronics, computers, and office tools (22 percent)
#3: Clothing, shoes, and jewelry (15 percent)
#4: Beauty and health items (12 percent)
#5: Movies, music, and games (9 percent)
#6 Books (5 percent)
#6 Home, garden, and tools (5 percent)
#7: Sports and outdoor equipment (3 percent)
#8: Restaurants, foods, and grocery items (2 percent)
#9: Automotive and industrial equipment (1 percent)
#10: Handmade items (1 percent)