Amazon's made-up holiday is forcing other retailers to offer crazy sales (AMZN)

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• Amazon Prime Day is putting pressure on major retailers such as Target, Macy's, Walmart, and J.C. Penney to offer massive Black Friday-style sales in July.

• Some of these retailers are offering as much as 30% off certain products and departments.

• Others, such as Home Depot, Staples, Best Buy, and Bed Bath & Beyond, have said they will price-match Amazon's Prime Day deals.

Amazon Prime Day is prompting competing retailers like Target, Macy's, and J.C. Penney to offer massive Black Friday-style sales in July.

Target, for example, is kicking off a sale Tuesday — while Prime Day, which begins Monday, is still ongoing — offering discounts of 30% off Target-exclusive home brands, select baby gear, and Google products, as well as 25% off beauty and personal-care items.

J.C. Penney, meanwhile, held its biggest two-day sale last week and will hold another three-day promotion, called "Cyber-in-July," starting on Monday.

Macy's is holding a "Black Friday in July" promotion, offering 25% off most of the site, and Lowe's is offering 10% off sitewide on Monday and Tuesday for new and existing MyLowe's Customers. Lowe's is also giving out free Google Home Mini devices to shoppers who spend more than $150 on Lowes.com.

According to Money magazine, Walmart is beating its Black Friday deals by offering bigger discounts on certain TVs.

In addition to running their own promotions, many retailers plan to price-match Amazon's Prime Day deals. These retailers include Home Depot, Staples, Best Buy, and Bed Bath & Beyond.

In its fourth year, however, Prime Day is still a long way from catching up to Black Friday in terms of total sales. Cowen & Co. estimates that Prime Day generated about $1 billion for Amazon last year, while e-commerce sales totaled $5.03 billion on Black Friday, according to Adobe.

Check out all of our Amazon Prime Day coverage:

• Amazon Prime Day, a made-up holiday that's become bigger than Black Friday, is here. This is why it's such a big deal.

• Everything you need to know and what to expect on July 16

• Amazon is giving Prime members up to $30 in free cash for shopping at Whole Foods

• Amazon is pulling out all the stops to make sure as many people as possible shop on Prime Day

• Amazon Prime Day is killing Black Friday

• 5 overlooked deals you really don't want to miss out on during Prime Day — but probably have in previous years

• Amazon's made-up holiday is forcing other retailers to offer crazy sales

• 9 money-saving tips and hacks for shopping on Amazon Prime Day

• Prime Day has become such a big shopping event that even retailers that never run deals are jumping on the opportunity

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