ROBBINSVILLE, NJ - AUGUST 1:  Boxes travel on conveyor belts at the Amazon Fulfillment Center on August 1, 2017 in Robbinsville, New Jersey.  The more than 1 million square feet facility holds tens of millions of products, features more than 14 miles of conveyor belts, and employs more than 4,000 workers who pick, pack, and ship orders.  Tomorrow Amazon will host a jobs fair to hire 50,000 positions in their fulfillment centers nationwide.  (Photo by Mark Makela/Getty Images)
Mark Makela/Getty Images/FILE
ROBBINSVILLE, NJ - AUGUST 1: Boxes travel on conveyor belts at the Amazon Fulfillment Center on August 1, 2017 in Robbinsville, New Jersey. The more than 1 million square feet facility holds tens of millions of products, features more than 14 miles of conveyor belts, and employs more than 4,000 workers who pick, pack, and ship orders. Tomorrow Amazon will host a jobs fair to hire 50,000 positions in their fulfillment centers nationwide. (Photo by Mark Makela/Getty Images)
Now playing
04:14
Is Amazon a monopoly?
Getty Images
Now playing
02:18
This airplane-shaped bag is selling for more than some actual planes
Now playing
00:54
See Nike's new 'hands-free' shoe
One of many large boxes of returned products that fill the warehouse. The returned products in this box will eventually be sorted and categorized.
John General/CNN
One of many large boxes of returned products that fill the warehouse. The returned products in this box will eventually be sorted and categorized.
Now playing
05:08
Here's where your 'free' online returns actually end up
Shutterstock
Now playing
04:42
Ever receive a package you didn't order? It could be a scam
Orangetheory Fitness
Now playing
02:13
This gym is actually opening studios during the pandemic
Now playing
02:24
How holiday spirit is surging despite the Covid-19 pandemic
NEW YORK, NEW YORK - NOVEMBER 19: A view of the window display as Macy's Herald Square unveils Give, Love, Believe 2020 Holiday Windows on November 19, 2020 in New York City. (Photo by Eugene Gologursky/Getty Images for Macy's)
Eugene Gologursky/Getty Images North America/Getty Images for Macy's
NEW YORK, NEW YORK - NOVEMBER 19: A view of the window display as Macy's Herald Square unveils Give, Love, Believe 2020 Holiday Windows on November 19, 2020 in New York City. (Photo by Eugene Gologursky/Getty Images for Macy's)
Now playing
00:56
Macy's unveils holiday window display with gratitude theme
CNN/Target/Design by John General
Now playing
02:36
It's official: Black Friday is irrelevant
Now playing
02:23
Party City CEO: Consumers still want to celebrate together
NEW YORK, UNITED STATES - 2020/07/08: People wearing face masks shopping inside a retail store in Manhattan as the city enters phase 3 of reopening amid the coronavirus pandemic
As New York City enters phase 3 of reopening retail stores for indoor shopping, restaurants have been postponed for indoor dinning. The U.S. Department of Health recorded a total of 3,219,999 infections, 135,822 death and 1,426,428 recovered since the beginning of the outbreak. (Photo by Braulio Jatar/SOPA Images/LightRocket via Getty Images)
Braulio Jatar/SOPA Images/LightRocket/Getty Images
NEW YORK, UNITED STATES - 2020/07/08: People wearing face masks shopping inside a retail store in Manhattan as the city enters phase 3 of reopening amid the coronavirus pandemic As New York City enters phase 3 of reopening retail stores for indoor shopping, restaurants have been postponed for indoor dinning. The U.S. Department of Health recorded a total of 3,219,999 infections, 135,822 death and 1,426,428 recovered since the beginning of the outbreak. (Photo by Braulio Jatar/SOPA Images/LightRocket via Getty Images)
Now playing
01:38
US retail sales improved in September
thehouseofdrew.com
Now playing
02:01
Justin Bieber's footwear collaboration overwhelms site
Walmart
Now playing
01:01
See what's new inside Walmart stores
3119 E Third Street Dollar General in Dayton, OH on March 12, 2020.
Maddie McGarvey for CNN
3119 E Third Street Dollar General in Dayton, OH on March 12, 2020.
Now playing
06:07
Dollar General's business is booming. It's also vulnerable to crime, police say
Now playing
03:01
How private equity is gutting retail
Now playing
01:55
All retail bankruptcies are not the same. Here's what you need to know
(CNN Business) —  

Amazon’s upcoming Prime Day shopping promotion will be the company’s longest. Rival retailers are ready to compete.

Target (TGT) and eBay announced this week their own sales that will begin on July 15 — the same day as Amazon’s annual event.

Target’s “Deal Days” will run for two days, the same amount of time as Amazon’s sale. Target held a one-day event last year, which it called “one of our biggest days of the year for online sales.”

The retailer said in a release that its sale requires no membership. Amazon’s days of deals are meant for subscribers of its Prime program, a subscription service that costs $119 a year and includes free shipping and other perks.

Meanwhile, eBay made a more pointed reference to Amazon (AMZN) in its announcement. The company said it will launch a “Crash Sale” on July 15 that will include “hot deals on top brands” over 50% off, with free shipping and no membership required.

“If history repeats itself and Amazon crashes that day,” eBay said, the company will include more deals. That’s a nod to the fact that Amazon’s website had periodic outages last year on Prime Day.

That sale is part of a larger series of sales on eBay (EBAY) that starts July 1 and includes savings on cookware, camping gear and home appliances.

Amazon’s Prime Day is in its fifth year. It allows the company to flex its muscles over its competition and boost its quarterly sales numbers. More importantly, Amazon uses the savings event to spotlight its own products and hook new members on Prime.

It’s not a surprise that other retailers want to chip away at Amazon on Prime Day. Although the company doesn’t disclose revenue from previous Prime Days, Amazon said last year’s sale was its “biggest global shopping event ever.”

“Prime Day has changed the terrain of the summer for retailers,” Adobe Digital Insights director Taylor Schreiner previously told CNN Business. “Retailers need an effective strategy to address it. The only guaranteed losing play is to ignore it.”