Walmart isn’t taking Amazon’s Prime Day on the chin.
The world’s largest brick-and-mortar retailer responded to Amazon’s Prime Day, a Black Friday-style shopping holiday that kicks off July 15.
“We’ve heard some retailers are charging $100 to get access to a sale,” wrote Fernando Madeira, president and CEO of Walmart.com in a Monday blog post. “We’re standing up for our customers and everyone else who sees no rhyme or reason for paying a premium to save.”
The Amazon sale is only open to Prime members, who pay $99 a year.
Walmart is striking back with thousands of “rollback” and “atomic” deals beginning this week, along with reduced free shipping minimums. That sets up the largest online and brick-and-mortar retailers for a thermonuclear shopping showdown.
Prime Day celebrates the 20th anniversary of Amazon. The retailer opened for business in July of 1995.
“If you’re not already a Prime member, you’ll want to join so you don’t miss out on one of the biggest deals extravaganzas in the world,” said Greg Greeley, Vice President Amazon Prime in a press release.
Best Buy and Target are also offering up “Black Friday in July” sales.
Gavin Stern is a national digital producer for the Scripps National Desk.