The sales, dubbed Dare to Compare and Penney Palooza, will coincide with Amazon’s Prime Day sale

Wal-Mart and J.C. Penney are each running July sales to rival Amazon Prime Day, Amazon’s massive midsummer sale that debuted in 2015 to celebrate the company’s 20th anniversary.

This year Amazon Prime Day is Tuesday, July 12.

Wal-Mart is calling its sale Dare to Compare and will feature products with prices purportedly below those on Amazon. J.C. Penney’s Penney Palooza will run July 11–12.

Kohl’s has also announced that it will have daily deals from July 10 to 14.

Last year third-party sellers on Amazon reported sales increases of 80 percent year over year on Prime Day. 

J.C. Penney in Brooklyn, N.Y. (courtesy of J.C. Penney)

JCK