Amazon picked up five Emmy Awards for its original series Transparent last weekend. To celebrate the occasion, the e-commerce giant is offering a one-day discount on its annual Prime membership.

Starting Friday, September 25 at 12:00 a.m. ET and running through 11:59 p.m. PT, new members can score a $32 discount on the price of Amazon's annual Prime membership, bringing the cost down from $99 to just $67 (in celebration of the 67th edition of the Emmy Awards).

The catch, of course, is in the wording as the offer only applies to new members. That means existing Prime subscribers won't be able to renew their membership at the discounted rate.

Amazon ran a similar promotion earlier this year when Transparent won a pair of Golden Globe awards.

In addition to free two-day shipping and discounted one-day rates, Amazon Prime offers access to its Prime Instant Video service, unlimited streaming via Prime Music, unlimited photo storage with Prime Photos and access to the Kindle Owner's Lending Library, home to more than 800,000 e-books.

Transparent star Jeffrey Tambor won the Emmy for Outstanding Lead Actor in a Comedy Series last Sunday while series creator Jill Soloway took home the hardware for Outstanding Directing for a Comedy Series. The original series also won three Creative Arts Emmys.

Amazon's original kids series Tumble Leaf picked up five Daytime Emmy Awards earlier this year.