Walmart Plans a Massive Sale to Rival Amazon’s Prime Day

Amazon’s Prime Day, scheduled for this Wednesday, will see a massive foe enter the online retail ring to offer its own mega-discounts to shoppers.

Amazon is turning 20 this week, and to celebrate this landmark the online retailer is offering a huge sale under the name of Prime Day.

However, Walmart looks set to spoil the web retailer’s party by launching a rival sale on July 15, offering more than 2,000 Web-only "rollbacks," which is Walmart-speak for discounts, according to USA Today.

This puts the world's largest company and Fortune 500 leader in direct competition with Amazon's much-hyped sale day. Amazon is promising "more deals than Black Friday" starting midnight on the same day.

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Walmart has heated up the Web retail wars even further by publicly hitting out at Amazon's Prime membership-requirement to get in on the sale action, boldly stating in a blog post today that "we’re standing up for our customers and everyone else who sees no rhyme or reason for paying a premium to save."

"We’ve heard some retailers are charging $100 to get access to a sale," said Fernando Madeira, CEO and president of Walmart.com, in the blog post, which is in direct reference to the $99 Prime membership fee. "But the idea of asking customers to pay extra in order to save money just doesn’t add up for us."

It's part of a larger push by the company to become a global e-commerce giant to rival their bricks-and-mortar operation. In an earnings call with analysts in February, Walmart CEO Doug McMillon said that while global e-commerce sales grew approximately 22% in the last year, it was "solid, but not quite as strong as we wanted,” he said on the call. He added Walmart would invest between $1.2 billion t0 $1.5 billion to grow their e-commerce business over the current year.

Read next: Here’s What Amazon’s Prime Day Is Really About

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