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MIAMI (CBSMiami/CNN) — Online shoppers are clicking away as Amazon launches its fourth annual Prime Day.

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Unfortunately for many shoppers, it started with an error code.

At 3 p.m. EST when the specials began, users clicking “Show All Deals” were greeted by an error message that said “Sorry, something went wrong on our end.”

CBS Sacramento has been tracking the delays since Prime Day began. Click here to follow.

This year’s Prime Day is longer and more ambitious than ever. Amazon is extending its promotion to 36-hours with the biggest discounts starting Monday afternoon.

Prime Day was created in 2014 to mark the company’s 20th anniversary and drive prime membership levels.

Last year’s sales event grew by 60-percent from the previous year.  It also surpassed sales from Black Friday and Cyber Monday.

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Amazon is also promising a million deals, the most yet, for Prime members.

Amazon hopes to keep Prime attractive for current and would-be subscribers after raising the annual membership fee by 20 percent to $119 and to $12.99 for the month-to-month option.

It’s also the first Prime Day with Whole Foods, Amazon’s most expensive acquisition, integrated under the Jeff Bezos umbrella.

Amazon doesn’t disclose revenue from previous Prime Days, but it’s predicted to reach $3.4 billion this year, according to retail think tank Coresight Research.

RELATED: Amazon Prime Deals

Sales for the event are projected to shatter last year’s total by 40% and become Amazon’s new single day record, breaking its 2017 Cyber Monday haul.

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