Amazon has designed Prime Day 2020 – and the days leading up to it – with an emphasis on supporting small businesses. According to Amazon, small and medium businesses (SMB) make up more than half of product sales, creating 2.2 million jobs, and third-party sellers are growing sales more quickly than Amazon’s own retail sales.

Because SMB’s are responsible for the bulk of Amazon product sales, the company is going to great lengths to celebrate them and help in their growth. Throughout the holiday season and beyond, Amazon says it will spend more than $100M on new promotional events to help small businesses increase sales, including nationwide advertising on major television channels.

Small businesses that have been affected by the COVID-19 crisis may feel an immediate boost due to Amazon’s new Curated Collections. From now until Oct. 12, Prime members can visit its Curated Collections at amazon.com/supportsmall and browse products from small businesses. When members spend $10 on items sold by select brands, they’ll receive a $10 credit to use during Prime Day (Oct. 13 & 14). Amazon is funding this promotion in hopes of connecting customers with small businesses during what is a difficult financial time for many.

Collections are categorized in various ways, including by the product type (ie: electronics), by business location (Northeast), or by the type of business owner (woman-owned). Customers can decide what aspect of small business is important to them, and shop accordingly.

While browsing products and categories, customers can read more about featured small business brands, which are highlighted at the top of the curated small business pages. Shoppers can read the stories behind select businesses, and click “shop now” to see that brand’s products.

Curated Collections are designated by Amazon, and small business owners chosen to participate in the promotion were notified through email by Amazon Services. Small businesses eligible for the promotion have Brand Registry or participate in the Handmade program.

Prime Day kicks off at midnight PT on Tuesday, Oct. 13, and runs through Wednesday, Oct. 14. To see Prime Day promotions and deals, click here.