Major retailers rival Amazon Prime Day with July sales
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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 8-13 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.
- The sale is July 7-10 and there will be new daily deals each day in-store and online.
- Shoppers can earn $10 in Kohl's Cash for every $50 spent during the sale.
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