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Rival Retailers Try to Catch a Ride on Amazon Prime’s Tailwinds

  • Walmart, Target move to win over discount-hungry shoppers
  • Industry has created a ‘mini-holiday shopping season’ in July
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Inside Amazon's Prime Day Game Plan
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Three years ago, Amazon.com Inc. created a summer shopping holiday out of thin air for its most loyal customers. That airspace is considerably more crowded today as its rivals jockey to grab deal-hungry online shoppers.

Retailers Target Corp., Best Buy Co., Macy’s Inc. and Walmart Inc. all have special promotions planned to coincide with Amazon’s Prime Day, which began at noon in Seattle and was quickly engulfed in negative feedback about technical glitches. In a bid to distance the event from the Amazon brand, some companies are calling the day “Black Friday in July.” And while their deals on merchandise vary, the pitch is the same: No membership fee required.