Prime Day deals face heavy competition this year

Amazon’s Prime Day begins this month, and for the first time, the ecommerce giant is extending its usual two-day event to four days, from July 8 to July 11.

The move comes as rival retailers launch overlapping promotions to draw shoppers away from Amazon.

Walmart will run its Walmart Deals from July 8 to July 13, both online and in stores—a first for the campaign. Walmart+ members get early access starting July 7.

Target kicks off Target Circle Week on July 6, offering back-to-school discounts and early access on July 5 for Circle 360 members. Best Buy is bringing back its Black Friday in July sale, running from July 7 to 13.

Kohl’s is also doubling down, expanding its Summer Cyber Deals to four days, from July 7 to 10, and is offering free shipping and cashback incentives.

These overlapping sales signal the unofficial start of back-to-school and holiday shopping, all aimed at cutting into Amazon’s dominance.