Amazon ‘Prime Day’ sales gimmick is back this July

Amazon is renewing its "Prime Day" July sales gimmick as Wal-Mart also tries to go after online shoppers this summer.

The e-commerce powerhouse launched the discounting event last year to commemorate its 20th anniversary and to advertise its $99 annual Prime loyalty program, which offers free two-day shipping, during sleepy summer shopping months.

Wal-Mart is also advertising online shopping discounts in July as well as a 30-day free trial of a two-day unlimited shipping service. Other retailers may try something similar.

It remains to be seen whether Amazon's event, on July 12 this year, will be a hit or a bust. There was online grumbling last year that the deals were unimpressive, that deal items ran out too fast and were only available for a limited time.

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