Amazon can’t even accept limits when it comes to its own self-created holiday.

Despite the name, Prime Day is not one day. This year, it will take place on June 21 and 22. When the “holiday” was conjured into existence in 2015 to boost sales during the relative lull of the summer season, Prime Day marked twenty years of Amazon and ten years of Amazon Prime. It lasted all of two years before the length of the day began expanding: in 2017, Prime Day went on for thirty hours. In 2018, it was thirty-six hours. By 2019, it had reached its current duration: forty-eight hours.

By then, the exercise was observed in eighteen countries: the United States, the United Kingdom, Spain, Singapore, the Netherlands, Mexico, Luxembourg, Japan, Italy, India, Germany, France, China, Canada, Belgium, Austria, Australia, and, for the first time, the United Arab Emirates. That was the year Taylor Swift headlined the Prime Day concert, an aggressive amalgam of ads for Amazon products occasionally interrupted by music. Naturally, people could watch the event live on Amazon Prime Video. The figures were huge: 175 million items purchased, with sales reaching over $7 billion.