E-commerce giant Amazon has just announced ‘Digital Day’— exactly like the company’s famed Prime Day, which achieved its best numbers this year, except for entirely digital products like e-books, music, and mobile games. The company’s Amazon Echo smart device for the home remains out of stock for the time being.

Similar to Prime Day, ‘Digital Day’ is a one-day sale that will begin and end today; labeled by the company as “the deal event for your devices” with digital content at 50% during the day. (Amazon’s voice assistant is still out of stock for at least a few more weeks, if you’re curious.)

Digital has always been Amazon’s battleground of choice, one it has been dominating pretty much uncontested in 2016 thanks in part to the curiosity and intrigue surrounding devices like the Echo and, more recently, the success of the company’s mobile app—the app experienced an increase in usage over the holiday season, in keeping with the growing popularity of mobile shopping.

Use of Apple apps for shopping might soon experience an increase thanks to the current popularity of its devices—according to data from Yahoo’s mobile-centric analytics firm Flurry, iPhone and iPad sales beat out Samsung devices over the holidays at an explosive (I’m not sorry) rate of two to one. aAs previously mentioned, Amazon’s own mobile app figures got a healthy boost over the holidays, though its own mobile devices are not as popular as Apple’s.

According to Flurry, 44% of new phone activations during this holiday season were for iPhones, with Samsung activations at 21%–the remaining percentage belonging to Huawei, Amazon, Xiaomi, LG, and other brands all claiming one to three percent of activations each. ‘Digital Day’ might just be the necessary push needed for Amazon’s own mobile products to receive a bit of a boost.

Soon, users will be able to use Amazon’s app to shop in physical stores like the company’s own paperless, cashier-less, cashless Amazon Go concept store.