Amazon is ready to disrupt the retail landscape for the third consecutive year, as it launches its July 11 Prime Day promotion. The company will offer thousands of discounted items and special promotions to reward its Prime customers and increase their numbers, while rivals scramble to compete. Starting at 6 p.m. on Monday, Amazon will offer special curated deals on some of its biggest-selling items. The Amazon Echo smart speaker, powered by its Alexa assistant, will be available for 50 percent off, at $89.99. The Echo Dot will go for $34.99.