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Retailers Battle Amazon’s Prime Day with Their Own Deal Days

Jul 11, 2023 by Michael McNerney, Publisher, Martech Record

Amazon's Prime Day has become one of the most anticipated online shopping events of the year, offering exclusive discounts to its Prime members. However, it's not just Amazon reaping the rewards of this shopping frenzy. Major retailers such as Walmart, Target, and Best Buy have also jumped into the fray, launching their own "deal days" to compete with Prime Day and draw in customers looking for great bargains. In this article, we'll take a look at some of the strategies these retailers have employed to make their deal days a success. According to Michael McNerney, publisher of Martech Record, “Brands will continue to partner with retailers to scale their presence around these key tent-pole events like Amazon’s Prime Day. Major affiliate platforms like and CJ will also likely scale up their infrastructure and investment to prepare for higher traffic and sales volume.”

Walmart's "Big Save" Event

Walmart has consistently been one of Amazon's biggest competitors, and they've taken the fight directly to Prime Day by hosting their own "Big Save" event. This multi-day sale usually runs concurrently with Prime Day, offering deep discounts on thousands of items across various categories, including electronics, home goods, and fashion.

One of the key strategies Walmart employs during its Big Save event is free shipping. Unlike Amazon, which requires a Prime membership to access free shipping, Walmart offers free two-day shipping on orders over $35, making it more accessible to a broader range of customers. One change this year is that Walmart+ members will see deals starting a day earlier than everyone else, incentivizing consumers and rewarding their loyal customers.

Another tactic Walmart uses is its "rollback" pricing. This feature highlights items that have been marked down from their original price, drawing attention to the deals and creating a sense of urgency for shoppers to snag them before they're gone.

Target's "Circle Week"

Target has also joined the battle against Amazon's Prime Day with their aptly named "Circle Week" event (previously called “Deal Days”). Similar to Walmart's Big Save, Target's Circle Week runs concurrently with Prime Day and offers substantial discounts on a wide variety of products.

One strategy employed by Target is their "Drive Up" service, which allows customers to shop online, then pick up their items at the store without having to leave their car. This convenience factor is a major selling point for customers looking to avoid shipping fees or who want their items quickly.

Best Buy's "Black Friday in July"

Best Buy has taken a slightly different approach to competing with Prime Day, launching its "Black Friday in July" sale. This event offers Black Friday-like discounts on popular electronics and appliances, positioning itself as a go-to destination for tech-savvy shoppers.

One obvious strategy Best Buy uses is timing their event to coincide with Prime Day. By doing so, they can capitalize on the increased online shopping activity and draw customers away from Amazon.

Additionally, Best Buy leverages its expertise in electronics by offering exclusive deals on popular brands and products that may not be available on other platforms. This gives customers a reason to choose Best Buy over Amazon when looking for specific items.

Affiliate Platforms

Affiliate platforms like CJ, AWIN, ShareASale,, and many others will often feature higher commission payouts for advertisers and incentives for brands to compete with Amazon’s Prime Day.

While not retailers, these platforms’ ability to capture consumer intent and conversion directly with Amazon (and other retailers we’ve discussed here) provides brands and marketers with a great litmus test, especially with Q4 right around the corner.

Related: 2023 Affiliate Platform Buyer’s Guide

Deals Deals Deals

As the popularity of Amazon's Prime Day continues to grow, it's no surprise that major retailers like Walmart, Target, and Best Buy and affiliate platforms have launched their own deal days to compete. By offering deep discounts, free shipping, convenient pickup options, exclusive deals, and incentives to advertisers, these retailers are successfully drawing in customers and capitalizing on the online shopping frenzy surrounding Prime Day.

So, as Prime Day rolls around once again, remember that there are plenty of other retailers offering great deals too. Keep an eye out for Walmart's Big Save, Target's Circle Week, and Best Buy's Black Friday in July to make the most of your online shopping experience.