Don’t have Amazon Prime? The ecommerce colossus will let you binge-watch all 10 episodes of “Transparent,” the Golden Globe-winning series starring Jeffrey Tambor, for one day only.

On Saturday, Jan. 24, the series will be free to visitors via the Amazon Prime Instant Video service, which normally requires a $99-per-year subscription to the company’s Prime free-shipping program. It will be available only to users in the U.S., the U.K. and Germany.

Amazon says the promo is a “celebration” of the Globes wins, but it’s really a stunt to drive people to sign up for the Prime service. Also on Saturday, the company will offer Amazon Prime for $72 annually, a 27% discount from the regular price.

“Transparent,” from indie filmmaker Jill Soloway, won the Golden Globe for best TV musical or comedy series and Tambor won for best actor in the category. The dramedy tells the story of an L.A. family, the Pfeffermans, whose father, played by Tambor, comes out as transgendered to their adult children. Soloway, an alum of HBO’s “Six Feet Under” and winner of best director at the 2013 Sundance Film Festival, is showrunner and director.

Following the Golden Globes wins, according to Amazon, the average number of Prime users watching “Transparent” grew more than 250%. But, as usual, Amazon is not released actual viewing figures. “Transparent” is currently listed as the No. 1 most popular show on Prime Instant Video.

Amazon has greenlit a second season of “Transparent,” but has not announced a premiere date.

“We’re incredibly proud of everyone involved in the making of ‘Transparent’ — the team took a risk and it paid off,” Jeff Bezos, founder and CEO of Amazon.com, said in a statement. “Big kudos and congrats to Jill, Jeffrey, and all the cast and crew.”