Amazon is celebrating its Emmys wins from Sunday’s 67th Primetime Emmy Awards by dropping the price for its subscription service, Amazon Prime.
On Friday, September 25, Amazon (AMZN) will make Prime available for just $67 instead of the usual price of $99. This one day discount will start on Friday, September 25 at 12:00 a.m. ET and end at 11:59 p.m. PT.
Amazon Prime includes free two-day shipping on more than 20 million items on Amazon’s marketplace, same-day delivery on some items, and access to streamed songs, movies, and TV shows. Members also get free access to Amazon’s original streamed content, some of which just brought the technology company acclaim.
At this past week’s Emmy Awards, Amazon took home five Emmys, thanks to big wins from its original series ‘Transparent.’ Amazon also was able to bring home more awards compared to its streaming rival Netflix (NFLX), which won four Emmys.
It’s also a big improvement from last year performance, when Amazon’s streaming video service received zero Emmy nominations, compared with 31 for Netflix.
This isn’t the first recent addition to the Prime membership to incentivize adoption. Amazon Prime members will now get The Washington Post (which Amazon CEO Jeff Bezos owns) for free for six months, as well as a reduced rate on a full subscription.
For more on Amazon Prime’s rivalry with Netflix, watch this video:
Subscribe to Data Sheet, Fortune’s daily newsletter on the business of technology.