TikTok plans to rival Amazon Prime Day with its own sales event in July

TikTok is set to challenge Amazon’s Prime Day event by launching its “Deals For You Days” sales event in the U.S. starting on July 9. This announcement comes shortly after Amazon revealed that its annual Prime Day will take place on July 16 and 17.

Prime Day’s success has led many retailers to host competing sales events, and TikTok is now joining this trend. TikTok Shop will offer deals on various products, including fashion and beauty items, backyard entertainment essentials, decor, summer reading bestsellers, and more. Exclusive deals will be available on select products from brands like L’Oréal Paris, Maybelline New York, NYX Professional Makeup, Our Place, Too Faced, and Zwilling USA.

During the event, brands and merchants will engage in content challenges for short videos and LIVE shopping events, allowing them to connect with followers, showcase favorite products, and promote bestsellers. Additionally, the LIVE events will offer real-time discounts on popular products.

TikTok is heavily investing in its e-commerce efforts, aiming to grow the size of its TikTok Shop U.S. business tenfold to as much as $17.5 billion this year. With this upcoming deals event, TikTok is targeting one of the largest sales events in the U.S. While this event seems to be aimed at Amazon, TikTok Shop is also looking to compete with fellow Chinese-owned companies Temu and Shein, both of which have gained popularity in the U.S.