Amazon will dominate, but rivals are poised to draw deal-driven shoppers.

The results: Walmart’s decision to directly overlap its “Deals” event with Amazon's four-day Prime Day sale appears to have paid off. Spending on Walmart.com surged 24% YoY during its promotion that ended July 13, according to credit and debit card transaction data from Bloomberg Second Measure—six times Amazon Prime Day’s YoY growth rate. Data from Similarweb reinforces the momentum: Walmart’s web traffic rose 14% and app usage jumped 22%, compared with flat web traffic and a 3% app increase for Amazon. Zooming out: Exact sales figures remain elusive, but one thing is clear: July has become a high-stakes battleground for summer spending. While Amazon may have pioneered the mid-summer shopping holiday, Walmart and others are proving it’s no longer a one-player game. A growing number of consumers are using Prime Day as a cue to comparison shop—creating real opportunities for retailers that can deliver compelling value, urgency, and convenience.