TikTok Shop is joining the array of online retailers launching summer sales to compete with Amazon Prime Day. The in-app shopping platform will host a 13-day “Deals for You Days” savings event from July 7 to 19, according to a company press release. Meanwhile, Prime Day 2025 is set for July 8 to 11, marking Amazon’s longest members-only sale to date.
TikTok stated that its Deals for You Days event will feature discounts of “up to 50% off across all categories and brands,” including Fenty Beauty, Crocs, and Philips. Eligible shoppers can save even more at checkout by using Venmo.
The platform will also introduce a price-match guarantee for items showcased in select shoppable livestreams during Deals for You Days. If a customer finds a product at a lower price off-platform, they’ll receive cash back on the difference.
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This marks TikTok Shop’s second year hosting a Deals for You Days sale alongside Prime Day. However, the previous version, lasting nine days, didn’t generate significant impact. According to a July 2024 report analyzing Salesforce data, TikTok Shop’s gross merchandise growth declined by 6 percent during last year’s 48-hour Prime Day sale. In comparison, non-Amazon retailers experienced a 3 percent year-over-year growth during the same timeframe.
According to Modern Retail’s Allison Smith, “Part of the issue may have been that TikTok’s sales event didn’t offer sharp enough discounts.” The average discount on TikTok was reported to be 18%, while Prime Day’s average discount stood at 22%, based on Salesforce data. This was the case even with TikTok subsidizing certain brands’ markdowns.
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The competition is undoubtedly intense. Larger retailers have been vying with Amazon’s flagship sale for years, including Walmart, Best Buy, and Target. In 2025, Walmart plans a six-day Deals event during Prime Day; Best Buy is initiating a concurrent Black Friday in July sale; and Target has a scheduled Circle Week sale. All three will take place both in-store and online.
TikTok Shop’s impressive recent growth could position it as a more formidable opponent in the anti-Prime Day landscape. In the first five months of 2025, the platform saw a 120 percent jump in U.S. sales compared to the same period last year, as per the company’s remarks. TikTok Shop now lists over 70 million products across 750 categories since its launch in September 2023, according to the company.
