Amazon Announces Prime Days Sale on July 16-17

Amazon.com announced its 10th Prime Day for this summer, happening July 16-17 and limited once again to those with a Prime membership. Meanwhile, competitive retailers like Walmart, Target, and Best Buy are countering Prime Day with their own discounts leading up to and during that same week.

Prime Day starts at midnight on July 16 and runs through July 17. Amazon has promised new deals "as often as every five minutes during select periods throughout the event," according to a press release, including invite-only deals where Prime members can request an invitation to popular deals.

Amazon partnered with Megan Thee Stallion on Prime Day's promotion, launching a two-minute music video featuring the rapper purchasing items on the app and unboxing them while singing "Sign up to be a member if you want free shipping." Amazon also promised deals from influencers such as Jess Sims, Alyssa McKay, Monet McMichael, Jared McCain, Millie Bobby Brown, Meredith Duxbury, and Alix Earle. It's also promising deals on back-to-school and off-to-college items.

Total Retail's Take: Amazon's competitors have taken note of Prime Day and launched their own versions of weeklong deals ahead of and during Amazon's annual sales events to capitalize on increased traffic and take market share away from Amazon.

For example, Walmart wrapped up its Walmart+ Week on June 23, marketing it as an "appreciation for our members" and an "unprecedented celebration," with discounts on fuel, cash back, and free express delivery to its loyalty customers. Walmart also announced this week its "largest savings event ever" — open to any shopper, not just its loyalty customers — which the company is calling "Walmart Deals." This sales week occurs from July 8-11 and includes deals on items such as electronics, home goods, toys, travel and more.

Meanwhile, rival Target is bringing "its biggest sale of the season," Target Circle Week, back on July 7-13 for Target Circle members. Target's loyalty program is free to join, unlike Prime and Walmart+.

Time will tell if Amazon's competitors' sales events will impact the e-commerce giant and if consumers are drawn to the deals and continuing to spend despite volatility in the market.