Amazon Prime Day is here. Another other retailers are cashing in, too, competing with Amazon to offer Black Friday shopping deals in the heat of July rather than the cold of December.

This year, the global Amazon discount event will run for two days. Prime Day will feature more than 1 million deals, including what Amazon boasts will be the “the biggest deals ever” on Amazon Music, Prime Video and Alexa-enabled devices.

Amazon, which raked in $232 billion in sales last year, does not break out revenue on Prime Day. But global sales this year are expected to hit $5.8 billion, according to Coresight Research. Last year, Amazon generated $3.9 billion, according to the research firm.

And rival retailers are ready to compete.

Target, Walmart and eBay are rolling out their own specials.

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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.”

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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 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 that starts July 1 and includes savings on cookware, camping gear and home appliances. is having The Big Save sale online from July 14 through July 17 with thousands of special buys.

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