NEW YORK – Amazon’s Prime Day will be even bigger this year with deals at Whole Foods Market as well as online, the Baltimore Sun/Associated Press reports. The sale, which begins July 16, will last six hours longer than previous Prime Days and will debut new products.

Amazon raised cost of its annual Prime membership to $119 per year—a 20% jump. The online retailer also extended Prime benefits to Whole Foods U.S. locations. “They want Prime to be a must-have membership,” said Suzanne Tager, head of retail and consumer products practices for global management consulting firm Bain & Co.

This will be the third and largest Prime Day the retailer has offered. In addition to offering grocery discounts, Whole Foods will host cooking demos, while Amazon Books will have sales on more than devices. The sale will run 36 hours, and several companies will launch new products on July 16.

Amazon also will offer discounts on its private-label brands, such as 25% off Rivet furniture and 30% off Mama Bear baby products. Prime membership has been increasing around the globe, with four new countries—Singapore, Luxembourg, the Netherlands and Australia—participating in Prime Day this year. Amazon says it has more than 100 million paid Prime members.