Amazon's massive sales event for Prime members will kick off on July 10 at 9 p.m. ET and run through July 12 at 3 a.m. ET, with new deals being offered every five minutes. People who aren't Prime members can sign up for a membership on or before July 11 to take part in the big sales event.
The success of Prime Day over its previous two years has led to other retailers getting a bit jealous and putting on their own sales events at the same time.
During last year's Prime Day event, Walmart (WMT - Get Report) notably launched its "Dare to Compare" online sale that showed items on their site that beat the price of the item on the site of one of their main competitors, including Amazon. "Walmart never specifically stated they were trying to directly compete with Amazon with this sale, but the evidence seems pretty clear," BestBlackFriday.com's Phillip Dengler said.
This year, Walmart has refrained from promoting its "Dare to Compare" page, resorting to promoting generic "Huge Summer Savings" sales instead.
While Walmart might not be up for the challenge this year, plenty of other retail players are. Here's a run down of the top sales happening Monday and Tuesday from Amazon's rivals:
• J.C. Penney (JCP - Get Report) launched its second annual two-day sale on clothing and other items known as Penney Palooza on Monday. The online-only sale includes free shipping on orders totaling $49 or more, as well as an extra 30% off for customers with a J.C. Penney's credit card.
• Kohl's (KSS - Get Report) is being a little bit more obvious with its response to Prime Day. The company is offering 30% of select clothing items, beach towels, outdoor toys and outdoor furniture for 30 hours starting at 7 p.m. ET on Monday. That's two hours before Amazon's 30-hour Prime Day sale starts.
• Online retailer of computer hardware and other electronics Newegg will run its third annual FantasTECH sale offering discounts on the latest tech starting on Tuesday at 3 a.m. ET.
• Alphabet's (GOOGL - Get Report) Google unit is going head to head with U.S. tech rival Amazon with a new deal listed on its official eBay page for its Google Home, a direct competitor to Amazon's Echo smart home device. Google is offering a $99 price tag on a bundle that includes its Google Home and Chromecast, which would typically cost $164 combined ($129 for Google Home and $35 for Chromecast).