Small businesses and entrepreneurs selling on Amazon are preparing for a record-breaking sales day on Prime Day, with tens of millions of Prime members expected to shop the best deals of the year.

Businesses selling on the eCommerce giant will take advantage of increased traffic across the day to reach new customers, launch new products and increase sales.

The third annual Prime Day will be Tuesday 11th July, with hundreds of thousands of deals exclusively for Prime members around the world.

New this year, members can enjoy 30 hours of deal shopping starting at 6pm on Monday 10th July and new deals as often as every five minutes.

Last year on Prime Day, small businesses and entrepreneurs on Amazon saw orders nearly triple year-over-year, as customers ordered more than 20 million items from small businesses and entrepreneurs across more than 50 categories.

“Small businesses and entrepreneurs from around the world are coming together for the best Prime Day ever, offering Prime members deals on tens of thousands of unique products,” said Francois Saugier, vice president of EU seller services for Amazon.

“Prime Day gives small businesses and entrepreneurs on Amazon an opportunity to increase sales and reach new customers.”

This year, more small businesses and entrepreneurs than ever will participate in Prime Day, offering tens of thousands of deals as they look to increase summer sales, reach new customers and grow their business.

Small businesses and entrepreneurs will offer 50 per cent more Prime Day Lightning Deals than last year, with 40 per cent of all Prime Day Lightning Deals this year coming from small businesses and entrepreneurs.

Josh Stevens, One Retail Group, which sells their own range of health and beauty products, said: “We've been lucky enough to be involved with Prime Day ever since its inception, giving us the opportunity to provide our customers with some incredible deals they wouldn't normally have access to, whilst at the same time increasing exposure for our fantastic brands.

“We've seen an uplift in sales each and every year and are more excited than ever about the 11th of July."

Gayle Hunter, Lifestyle Hunter, which sells a range of jewellery and lifestyle products said: “We’re running loads of exciting offers across our Luxelu product range throughout the UK and Europe on Prime Day, so everyone will have the chance to grab a bargain.

“We’re expecting to outperform last year, where we saw a massive 250 per cent increase on standard sales levels.”

Today, half of the items sold on Amazon’s global sites are from small businesses and entrepreneurs, many of whom use Fulfilment by Amazon (FBA) to help grow their business.

With FBA, Amazon stores, picks, packs and delivers items on behalf of Marketplace sellers, enabling them to concentrate on what they do best – finding and developing new products and marketing them to potential customers.

By the end of 2016, over half of all units stocked in Amazon’s UK Fulfilment Centres were FBA products from Marketplace sellers.

Independent research shows that 74,000 people are employed in the UK as a result of businesses selling on Amazon Marketplace.