Amazon slashes Prime membership to $67 for one day to mark Emmy wins

Fresh off its five Emmy award wins over the weekend, Amazon is marking the occasion by scything the cost of its annual Prime membership by a third — from $99 to $67– but only for 24 hours.

The Internet giant scooped up awards for Transparent, a U.S. comedy-drama from Amazon Vaults, the Amazon arm that produces original TV shows, movies, and more. Transparent is included in Amazon Prime video, a Netflix-style offering that is part of Amazon’s annual Prime subscription.

The $32 Prime discount kicks off at 12:00 am (ET) on Friday, September 25 and ends at 23:59 (PT) the same day, giving you around 27 hours to take advantage of this offer. It’s also worth noting here that it’s only open to new subscribers in the U.S., and that after a year the price will be bumped up to the standard $99.

Amazon and Netflix have been going head-to-head in the online video streaming wars, but the big differentiators seem to increasingly hinge on original content. While Netflix has pretty much had the upper hand in terms of exclusive or own-brand TV shows and movies, Amazon has produced some quality stuff, too. Indeed, back in January, Transparent also grabbed the top TV comedy gong at the Golden Globes, making it the first online series to win the award. Jeffrey Tambor also won best comedy actor for his work on the show.

Of course, Netflix has won its fair share of awards — it scooped up seven Emmy awards in 2014, four more than the previous year. It later won its first Oscar, albeit for a documentary short, and also secured four awards at this year’s Emmys for Orange is the New Black.

The long-term win may come down to who has the most financial clout. Earlier this year, Amazon signed up the former Top Gear presenters for a new car show exclusive to Amazon Prime, reportedly paying $250 million in the process. If that figure is correct, it would dwarf the $100 million Netflix paid for two 13-episode seasons of House of Cards.