Prime Day celebrations started in Europe with free and exclusive music events for Prime customers, who applied for tickets via their local websites. Hundreds of European Prime members joined an evening of music and surprises.

In Germany, the Fantastischen Vier and Clueso were live at the Munich Muffathalle: With classic hits such as "Die Da", "Sie ist weg" and "MfG", they set the venue on fire. It was a successful gig for all Prime members who were lucky enough to get tickets. For fans who could not be there live, Smudo from Fantastischen Vier, had a special consolation: "On the occasion of the big day, we recorded a song that is available as a stream exclusively for Prime members on Amazon Music."

"We want to make Prime customers happy. Prime Day stands for good deals - this year, for the first time ever, customers also get the best live entertainment," said Ralf Kleber, Country Manager of Amazon Germany.

In addition to a raffle of many exciting new products, the guests had time to discover the best product highlights of the Prime partners.

In the UK, Rita Ora performed at our Prime Day Party, presented by Amazon Music, to over 500 fans. The event was hosted by Laura Whitmore and also featured Dani Dyer, Talia Storm, Candice Brown and many more. The music event took place at the Village Underground, ahead of our Prime Day event. Rita performed her best-known songs from her album Phoenix, including “Your Song” and “Ritual” and was joined by supporting act Ray BLK to play “Run Run” and “My Hood”.

Spanish groups Estopa and Taburete played during the Prime Day celebration in Barcelona. The Muñoz brothers of Estopa, who are currently celebrating the 20th anniversary of their first album and who will also release a new album called 'Fuego' on October 18, brought a devoted crowd to its feet with the duo's best songs. Meanwhile, Taburete, the Madrid-based band led by Willy Bárcenas and Antón Carreño, opened the proceedings with songs from their third album, 'Madame Ayahuasca', along with hits from previous records.

To celebrate Prime Day in France, Amazon hosted an exclusive music event in Paris with Ofenbach, presented by Amazon Music. The duo is best known for its diamond-certified single "Be Mine," nine times Platinum and eight times Gold worldwide with more than 200 million streams. Participants in the Prime Day Party event discovered and enjoyed the best of Amazon Prime.

Whereas in Italy, hundreds of Prime customers, media, celebrities, influencers and partners gathered in Milano Marittima to attend our exclusive #PrimeDayBeach Live Show. The venue, set up to showcase Prime and its benefits, was the stage of the music event presented by Amazon Music with headline act Takagi & Ketra with Giusy Ferreri supported by internationally renowned house duo Jude & Frank. Petra Loreggian, Radio speaker for RDS, hosted the event. The fun started in the morning, when we opened our #PrimeDayBeach area to the public, where we set the stage for one-of-a-kind beach on the iconic Riviera Romagnola. Thousands of visitors were able to discover Amazon Prime benefits through amazing photo booths and participate in some funny experiences offered by many brands who participated. In an area of the location where there is an Amazon Locker, visitors were also proposed to watch Prime Day concert on Prime Video via wireless headphones.