Investors are pumped for Amazon Prime Day

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Amazon Prime Day super sale announced

Amazon.com's second annual Prime Day is Tuesday, and consumers aren't the only ones excited. The investment community is more than happy with the mega-retailer, as AMZN stock hit an all-time high of $755.90.

Analysts are predicting Prime Day as the retailer's most successful day, reports CNBC. Prime membership went up 51 percent last year.

SEE MORE: 10 Ways You Can Throw Retail Stocks in Your Cart

The retailer's moves clearly haven't gone unnoticed, and are drawing competition from others in the industry. Wal-Mart Stores (WMT) is launching a free 30-day access to its ShippingPass service. It also promised free shipping for online orders through Friday, reports CNN.

Amazon's deals, found in 10 countries, begin at midnight PST and deals will come as much as every five minutes during Prime Day. Amazon has been building up its sales prowess as Prime Day approaches, with a countdown that started July 5.

SEE ALSO: 10 Money-Saving Websites to Check Before Shopping

If its second annual Prime Day performs well, there's no doubt Prime will see a third incarnation, not to mention the likely copycats beleaguered retailers have in store to boost e-commerce efforts.

Amazon stock rose 70 percent in the last 12 months and nearly 12 percent so far this year. Wal-Mart stock, meanwhile, is up 1.3 percent in the last 12 months, although WMT has gained 20 percent so far this year.

RELATED: The best selling books on Amazon of 2016 so far:

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Best selling books on Amazon of 2016 so far
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Best selling books on Amazon of 2016 so far
Harry Potter and the Cursed Child - Parts One & Two by J.K. Rowling, John Tiffany & Jack Thorne, $17.99

StrengthsFinder 2.0 by Tom Rath, $15.29

The Life-Changing Magic of Tidying Up by Marie Kondo, $10.56
When Breath Becomes Air by Paul Kalanithi, $15.00
The Whole30: The 30-Day Guide to Total Health and Food Freedom by Melissa Hartwig & Dallas Hartwig, $18.00
How to Win Friends and Influence People by Dale Carnegie, $9.04

Mindset: The New Psychology of Success by Carol S. Dweck, $9.60

To Kill A Mockingbird by Harper Lee, $6.79

Me Before You by Jojo Moyes, $6.77
Oh, The Places You'll Go! by Dr. Seuss, $10.00

Calm the F*uck Down by Sasha O'Hara, $8.11

First 100 Words by Roger Priddy, $3.97
Between the World and Me by Ta-Nehisi Coates, $14.40
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Copyright 2016 U.S. News & World Report

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