Amazon's "Prime Day" has returned for a second year with the online retail giant promising twice as many deals as last year.

FILE - In this June 30, 2011 file photo, a United Parcel Service driver delivers packages from Amazon.com in Palo Alto, Calif. (AP Photo/Paul Sakuma, File)

The company launched the event last July in an effort to promote its $99 annual Prime loyalty program, which offers free two-day shipping and other perks. Some of the big discounts are on large screen TVs and Amazon devices like its Echo, Kindle and Fire TV products.

Consumers may be hoping for better deals than last year, when (hash)PrimeDayFail became a trending topic amid complaints that the products offered were unimpressive and the best items were quickly out of stock.

Retailers are countering Amazon with deals of their own. Wal-Mart has cut prices throughout the month on a host of products online.

(Copyright 2016 The Associated Press. All rights reserved. This material may not be published, broadcast, rewritten or redistributed.)

 

Sign up for the NJ1015.com Newsletter

Get the best of NJ1015.com delivered to your inbox every day.