Amazon’s ‘Christmas in July’ Forces the Retail World to Respond

Amazon’s self-created “Christmas in July” sales holiday is coming. The retail juggernaut launches its fifth annual “Amazon Prime Day” at 12 a.m. PDT July 15, which runs until 11:59 p.m. PDT July 16. Amazon boasts that this 48-hour sale bonanza will offer Amazon Prime customers a variety of deals on products—from tech items such as Amazon Fire TV, Amazon Alexa, smartwatches and headphones, to kitchen appliances and bedding.

But that doesn’t mean that its competitors such as eBay, Target, Walmart, Kohls and Bed, Bath & Beyond are taking this sitting down. These rival retail giants are firing back with deals of their own.

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