Major retailers rival Amazon Prime Day with July sales
Major retailers — including Walmart, Target, Best Buy and Kohl's — have announced July sales of their own that take aim at Amazon's annual Prime Day.
Why it matters: Amazon's sale has become a marquee mid-year event, prompting rivals to create their own overlapping promotions to keep shoppers from heading exclusively to the e-commerce giant.
The collective Prime Day period marks the unofficial start of back-to-school shopping and some bargain-conscious consumers are expected to get a jump on holiday shopping.
Prime Day 2025 deals
Catch up quick: Amazon's 11th Prime Day promotion begins 12:01am PDT July 8 and goes through July 11.
This year, Amazon doubled the length of Prime Day from two days to four — the longest sale in the event's history.
During the sale, Prime members get access to millions of deals "across more than 35 categories."
Some deals start early and other discounts will roll out closer to the sale, such as $1 off per gallon of fuel purchases from July 3-6.
Walmart Deals sale announced
State of play: Walmart announced on Monday it will hold its sale July 8-11 with early access starting for Walmart+ members beginning July 7 at 7pm ET — a night before the event opens to everyone.
The sale starts online for everyone at 12am ET July 8 and when stores open that day.
The retail giant says it's the first time Walmart Deals will be available both in stores and online.
Target Circle Week 2025 has back-to-school focus
Target Circle Week returns July 6-12 with early access for members of the paid Target Circle 360 program on July 5.
The sale will have "additional savings on school supplies, electronics and more," the retailer said.
Between the lines: Target also announced Monday that it is "maintaining its 2024 prices on key back-to-school items" that include "20 must-have supplies" and a $5 backpack.
Best Buy Black Friday in July 2025 returns
Best Buy brings back its "Black Friday in July event" July 7-13, which the retailer tells Axios is one of its "biggest sale events of the summer."
The sale was three days last year but like Amazon's sale increased in length.
Kohl's Summer Cyber Deals returns July 7-10
Kohl's Summer Cyber Deals sale doubles from two days in 2024 to four days this year and includes free shipping on all orders, the department store chain announced Tuesday.
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