Walmart and Target Announce Competing Events to Challenge Amazon Prime Day 2025

Amazon Prime Day Expands—And So Does the Competition

Amazon has officially confirmed that its 2025 Prime Day event will take place from Tuesday, July 8 through Friday, July 11—marking the first time the annual sale will span four days. In response, two of Amazon’s largest U.S. retail competitors, Walmart and Target, are launching their own promotional campaigns during the same period.

Both events are designed to capture share of wallet during a high-volume summer shopping window that increasingly overlaps with back-to-school planning. For Walmart suppliers and marketplace sellers, this year’s timeline and expanded scope introduce new variables—and new opportunities.

Walmart Deals: Online and In-Store for 2025

Walmart has announced that its Walmart Deals promotion will return this year with a major update. Unlike the 2024 event, which was digital-only, the 2025 Walmart Deals event will take place both in stores and online. The sale will run for six days, from Tuesday, July 8 through Sunday, July 13.

In addition, Walmart+ members will receive exclusive early access beginning Monday, July 7 at 7 p.m. ET. This early access window allows Walmart to compete more directly with Amazon’s Prime Day strategy, which centers on exclusive deals for paid Prime members.

According to Megan Crozier, executive vice president of general merchandise for Walmart U.S., this year’s promotion will include “a wider selection of products including wellness finds and everyday essentials,” and will offer back-to-school savings timed to serve families shopping earlier in the season.

Walmart has not yet confirmed whether Walmart+ Week, a separate loyalty-focused event offered in 2023 and 2024, will return in 2025 or be absorbed into the broader Walmart Deals promotion.

Target Circle Week: Loyalty Access and Seasonal Perks

Target will hold its Target Circle Week event from Sunday, July 6 through Saturday, July 12, overlapping directly with both Amazon Prime Day and Walmart Deals. This promotion will be available in stores and online for members of Target’s free Target Circle loyalty program and its paid Target Circle 360 tier.

Target Circle 360 members will also receive early access to the deals beginning Saturday, July 5.

In addition to product discounts, Target is offering special incentives for students and teachers:

• A one-time 20% off storewide discount for verified college students, available starting Sunday, June 29
• A one-time 20% off storewide discount for verified teachers, available July 20 through August 30
• A 50% discount on Target Circle 360 memberships through Saturday, September 13
• Continued 2024 pricing on key school supply items
• A new Champion back-to-school apparel collection launching in August
• Expanded assortments across back-to-school and back-to-college categories

Rick Gomez, executive vice president and chief commercial officer at Target, noted that the retailer is focused on delivering “style, quality and exceptional value,” especially during the back-to-school season.

What Walmart Sellers Should Know

For those selling through Walmart, the extension of Walmart Deals to in-store locations changes the scale and visibility of the event. It also reinforces Walmart’s ongoing efforts to unify online and physical shopping experiences.

Key takeaways for suppliers:

• Product availability and inventory accuracy will be essential as deal-seeking shoppers expect consistency across channels.
• Early access for Walmart+ members adds a time-sensitive promotional window, requiring alignment of marketing, pricing, and logistics.
• Back-to-school categories are receiving early promotional attention, creating urgency for brands in office supplies, apparel, electronics, and food.

The timing of this event—immediately following the July 4 holiday and well ahead of school start dates in many states—gives Walmart an opportunity to drive mid-summer traffic while reinforcing loyalty through savings and convenience.

Final Thoughts

As Prime Day expands, so too does the scope of competitive responses from Walmart and Target. For Walmart sellers, the move to a hybrid in-store and online Deals event is a clear signal: seasonal moments like these are becoming more complex, more competitive, and more central to growth strategies.

Success in this environment will depend on planning, precision, and partnership—with Walmart, and with the shoppers who increasingly expect value on their terms.

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