Amazon offers thousands of deals for Prime Day, forcing retailers to compete

FILE - In this Oct. 18, 2010 file photo, an Amazon.com package awaits delivery from UPS in Palo Alto, Calif. Amazon on Thursday, March 13, 2014 said it is raising the price of its popular Prime membership to $99 per year, an increase of $20. It's the first price increase since the online retailer introduced its Prime membership program in 2005. T(AP Photo/Paul Sakuma, File)

INDIANAPOLIS (WISH) — Amazon is offering thousands of deals for its second annual Prime Day. The Amazon-made “holiday” will give Prime members access to more than 100,000 deals. Meanwhile, competitors are offering up deals and discounts in response.

Amazon rolled out some “countdown” deals last week to get customers ready for the big sale. Customers will buy millions of products throughout the 24-hour sale, but Amazon’s true goal is to convince more people to sign up for Prime memberships.

A Prime membership costs $99 a year. Amazon has worked to add more and more perks for members like Prime Now, photo storage and more music, movies and TV shows.

Last year, customers took to social media to make jokes about Prime Day, complaining the deals didn’t live up to the hype.¬†Still, Prime memberships jumped 51 percent in 2015.

Wal-Mart launched competing deals during last year’s Prime Day, but this year the discounts are even deeper. The retail giant started offering free shipping and special deals on Monday, and the promotion will last through Friday. Wal-Mart is pushing its “ShippingPass,” which it just launched last month.

ShippingPass subscribers pay $49 per year, and get free two-day shipping on their Wal-Mart orders.

Macy’s is also offering “Black Friday in July” sales. Macy’s is promoting special prices and free shipping through July 17th.

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