If you’ve been holding out on buying a subscription to Amazon Prime, the time has come. It’s probably not going to get much cheaper than it’ll be this Saturday (1/24).

Amazon has announced that for one day only, new Prime members can sign up for $72. That’ll cover a year.

You’ll be saving $27, as the service usually costs $99 per year.

This promotional price is actually lower than the old Amazon Prime rate – $79 – which stood for years. Amazon increased the price of Prime last March, citing rising costs for fuel and transportation, as well as increased usage among Prime members.

Prime’s perks include free two-day shipping, access to Prime Instant Video, the Kindle Owner’s Lending Library, and free cloud photo storage. Amazon dangled another carrot last summer, adding a streaming music service to the package.

Why is Amazon doing this and why $72? Apparently, it’s a celebration of Amazon Studios’ original series Transparent and its big win at the 72nd annual Golden Globes.

As part of this ‘celebration’, you can also stream the entire first season of Transparent for free on Saturday – no Prime membership required.

Image via Amazon