Amazon's made-up holiday is forcing other retailers to offer crazy sales

Mike Mozart/FlickrTarget is launching a sale timed to Prime Day.

Amazon Prime Day is prompting competing retailers like Target, Macy’s, and J.C. Penney to offer massive Black Friday-style sales in July.

Target, for example, is kicking off a sale Tuesday – while Prime Day, which begins Monday, is still ongoing – offering discounts of 30% off Target-exclusive home brands, select baby gear, and Google products, as well as 25% off beauty and personal-care items.

J.C. Penney, meanwhile, held its biggest two-day sale last week and will hold another three-day promotion, called “Cyber-in-July,” starting on Monday.

Macy’s is holding a “Black Friday in July” promotion, offering 25% off most of the site, and Lowe’s is offering 10% off sitewide on Monday and Tuesday for new and existing MyLowe’s Customers. Lowe’s is also giving out free Google Home Mini devices to shoppers who spend more than $US150 on Lowes.com.

According to Money magazine, Walmart is beating its Black Friday deals by offering bigger discounts on certain TVs.

In addition to running their own promotions, many retailers plan to price-match Amazon’s Prime Day deals. These retailers include Home Depot, Staples, Best Buy, and Bed Bath & Beyond.

In its fourth year, however, Prime Day is still a long way from catching up to Black Friday in terms of total sales. Cowen & Co. estimates that Prime Day generated about $US1 billion for Amazon last year, while e-commerce sales totaled $US5.03 billion on Black Friday, according to Adobe.

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