eCommerce News
Stealing the Show: How Walmart, Target, and Other Top Retailers Compete With Amazon Prime Day 2025
Prime Day is no longer just two days, and Amazon’s not the only one playing offense. In 2025, Prime Day is stretching into a 4-day sales marathon, turning up the pressure on every brand fighting for shopper attention. Last year’s $14.2 billion haul set expectations high, but this year, rising tariffs, shifting consumer habits, and more aggressive competitor events are changing the game.
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Show me howWalmart, Target, and Best Buy aren’t sitting this one out. They’re stacking loyalty perks, launching price-matching promos, and extending their own deal days to cut into Amazon’s lead. If you’re only watching what Amazon does, you’re missing half the playbook. This is where we unpack what the other major players are doing, and how your brand can stay one step ahead. Let’s get into it:
Key Competitors and Their Strategies
TikTok Shop’s Deals for You Days (July 7-19)
From July 7 to 19, TikTok’s “Deals for You Days” event will offer steep discounts across all categories.
But here’s the real headline: TikTok is now guaranteeing the lowest price during livestreams. If a shopper sees a featured product on TikTok and finds it cheaper on another platform, TikTok will give them cash back. It’s their new way of keeping shoppers in-app and locking in sales.
This comes as TikTok Shop’s U.S. sales have more than doubled year-over-year. Over three-quarters of users have purchased through a livestream, and the platform says 83% discover new products while browsing. With beauty and lifestyle brands like e.l.f., Crocs, and Makeup For Ever already investing heavily, TikTok’s creator-driven commerce engine is becoming a serious channel during the July deal wars.
Walmart’s Deals (July 8-13)
Walmart’s not waiting around. While Amazon stretches Prime Day into four days, Walmart just dropped a six-day summer blitz,July 8–13, both online and in-store.
Early access for Walmart+ members starts July 7 at 7 p.m. ET, and this year they’re pulling harder than ever:
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Deep discounts across tech, home, fashion, and back-to-school essentials
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AI-powered discovery on-site and in-app
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Faster delivery and upgraded in-store pickup
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National brands like Samsung, Dyson, Vizio, and Crayola are in the spotlight
And yes, Walmart Deals starts the same day as Prime Day: July 8. Coincidence? We don’t think so. This is obviously a strategic play for pre-season loyalty and share of wallet.
If your brand plays across both platforms, your timing, pricing, and creative better be tight. Amazon won’t be the only one flooding the feed.
Target’s Circle Week (July 6-12)
Target’s not sitting out either. Circle Week hits July 6–12, perfectly timed to intercept the Prime Day surge and Walmart’s six-day push. They’re leaning on loyalty to drive volume, early access for Circle members, deep discounts on back-to-school, beauty, home, and more. In-store, online, app… every channel’s lit. Target’s betting on timing, relevance, and member perks to pull share.
If your brand plays across Amazon and Target, now’s the time to sync your offers and sharpen your messaging.
Best Buy’s Black Friday in July (July 7-13)
Best Buy’s Black Friday in July sale runs July 7–13, dropping daily deals that go head-to-head with Prime Day and every other major retail promo.
This year they’re going bigger with:
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New deals dropping daily across tech, games, e-bikes, and more
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Doorbusters lifted straight from their holiday playbook
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Full rollout across in-store, web, and app
No soft launch here; Best Buy is making a play for Prime Day traffic with aggressive tech pricing and daily FOMO.
If your product plays in electronics or adjacent categories, don’t just watch the price wars—watch the format. Daily drops. Limited quantities. Urgency at scale.
Amazon’s not the only algorithm you’ll be fighting this July.
Shopper Preferences & Channel Shifts: What Brands Need to Watch
Prime Day is no longer confined to Amazon’s ecosystem. With Walmart, Target, and Best Buy launching overlapping events across both digital and physical storefronts, shoppers are navigating multiple platforms to find the best value, convenience, and experience.
Walmart still expects most of its Prime Week traffic to happen in-store (79%), but its upgraded app and digital promos show that convenience is catching up. Best Buy, for example, now sees 32% of Prime Day traffic via its website and 12% via mobile app. The lines between discovery, research, and purchase are blurrier than ever.
This means shoppers aren’t choosing where to shop; they’re toggling between channels depending on intent. In-store delivers immediacy and physical confidence. Mobile and web drive comparison, bundles, notifications, and frictionless checkout.
For brands, presence isn’t enough.
Execution has to be tight across platforms:
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Media pacing aligned to each channel’s peak windows
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Pricing and promos consistent across touchpoints
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Creative tailored to format and funnel stage
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Journey mapped from scroll to search to shelf
You can traction this July by thinking beyond Prime Day. Capture first-party data, build retargeting audiences, and set yourself up for Q4.
Want to stress-test your current plan? Our Prime Day audit will show you where you’re strong, where you’re leaking, and how to tighten your funnel across Amazon, Walmart, and TikTok. Learn more here.
For more actionable tips, read our Seller’s Guide to Prepare for Amazon Prime Day. It includes practical advice from our team of Amazon advertising experts to help you navigate the complexities of Prime Day and maximize your sales potential.
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