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Arriving just in time for holiday shopping season, Amazon is cutting the price of a new Prime membership by 20 percent. The catch is that the discount fee -- $79 instead of $99 for the first year -- only lasts a single day, Friday.

According to Amazon, the one-day sale is for new members only and is timed with the premiere of the new original series The Grand Tour, starring Jeremy Clarkson, Richard Hammond and James May, formerly of Top Gear.

Incentives for Prime membership include free shipping along with access to Amazon’s Netflix-like Prime Video service and its limited music streamer Prime Music. Prime members also get a head start on Black Friday deals on the e-commerce giant.

Read more: Amazon Launches On-Demand Music Streaming Service in U.K., Germany

The sale begins at 12:00am ET on Nov. 18 and wraps up at 11:59pm PT.