Independent businesses that sell goods through Amazon account for more than 60% of the company's retail sales. Some third-party sellers are expected to sit out Prime Day and not offer discounts to preserve their profit margins during the ongoing tariff uncertainty, analysts said.

More retailers are offering discounts around the same time as Amazon's Prime Day. Dollar General, REI, and Kohl's have their own July sales in 2025.

As Walmart's 4th of July sale goes head to head with Amazon Prime Day, keep scrolling to check out my favorite deals from the sale. I also recommend checking out our Walmart promo codes coverage. Plus, check out the early Prime Day deals that are at least 50% off.