Amazon is extending its annual Prime Day to a four‑day event starting today (8 July), while rival Walmart has launched a six‑day Walmart Deals sale beginning the same day.
The overlap marks a high‑stakes ecommerce rivalry aimed at capturing US consumer spending during mid‑summer, a window traditionally quieter than Black Friday.
Go deeper with GlobalData
Prime day heats up: what’s changed
Amazon’s Prime Day, now in its 11th year, will run from 8 to 11 July – double its traditional two‑day format.
For the first time, “Today’s Big Deals” will drop themed offers daily at midnight PDT, with limited quantities per theme. The event targets members of the Amazon Prime programme, which surpassed 200 million global subscribers as of June 2025.
Prime Day caters to categories such as tech, home, beauty, fashion and appliances – with heavy discounts expected on big‑ticket items like TVs, laptops, headphones and kitchenware.
Six‑day Walmart deals take it further
Walmart has responded by launching its own summer promotion, Walmart Deals, which will start online and in its 4,600 US stores on 8 July and run through 13 July – six full days.
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By GlobalDataUnlike Prime Day, the sale is open to all shoppers, though Walmart+ members receive early access from 7 pm ET on 7 July. This marks the first time Walmart has hosted simultaneous in‑store and online summer deals, covering electronics, home, toys, beauty and back‑to‑school items.
The extended duration and multi‑channel approach reflect Walmart’s strategy of blending ecommerce growth with its physical footprint.
What the summer sale showdown means for shoppers
Industry analysts say the timing battle reflects broader trends in retail.
Amazon still dominates US online sales, accounting for over 40 per cent of ecommerce, but Walmart’s online division is growing more than 20 per cent year on year . eMarketer analyst Sky Canaves notes that Amazon’s shift to July 8 was a clear signal – prompting Walmart and others to accelerate their own campaigns.
For shoppers, the overlap offers both opportunity and complexity. Experts advise comparing prices using tools like CamelCamelCamel or Keepa, and tracking both events to identify the best deals.
Prime members benefit from exclusive timed drops and AI‑driven recommendations through Alexa+ and Amazon’s Rufus assistant. Meanwhile, Walmart’s model allows non‑members to shop immediately, with Walmart+ users gaining early entry and perks like free delivery.
Analysts forecast Prime Day will generate around $23 billion in total sales this year, including third‑party sellers. Walmart reported $79 billion in ecommerce revenue in 2024, and is ramping up tech investment to improve delivery speed and product availability.
The keyword‑driven takeaway for consumers
Amid global inflation and shifting consumer habits, mid‑July has emerged as a prime opportunity for big‑ticket bargains.
The showdown between Amazon’s extended Prime Day and Walmart’s debut of Walmart Deals means savvy shoppers can expect broader choice and deeper savings on gadgets, home essentials, beauty and school supplies.
By comparing options across both platforms, consumers can maximise discounts and delivery flexibility during this high‑stakes summer sale season.
