The lower prices on items in categories including electronics, home, baby and toys will last 90 days, the typical time period for rollbacks, which Walmart usually has hundreds of at any given time throughout the year. Walmart is also reducing the minimum order for free shipping from $50 to $35 for at least 30 days.
Walmart called out Amazon for making its lower prices on Prime Day available only to Prime members, who pay $99 a year to be part of the service that offers free two-day shipping and access to video streaming and music.
In addition to the rollbacks and lower free shipping minimum, Walmart also promises "some special atomic deals," with more details to come later.
Last week, Amazon announced that Prime Day scheduled for July 15 and billed as a blowout sale bigger than Black Friday would be held in honor of the e-commerce company's 20th anniversary.
Walmart has been going up against Amazon on multiple fronts recently as the retailers compete for customers and sales. In May, Walmart said it would start testing a Prime-like service this summer, offering unlimited, free three-day shipping to customers for $50 a year.
While Walmart has been America's dominant retailer for decades, crushing other chains like Kmart and threatening local grocery businesses as it expanded its fresh and frozen food offering, it is been playing catch-up with Amazon when it comes to the Web.
Walmart saw foot traffic in U.S. stores fall for about a year before trending back up during the most recent holiday shopping season. As of the first quarter, foot traffic was up 1% in U.S. stores.
While the idea of turning Black Friday into a year-round sale may not be new, those words still push people to shop on days they otherwise would not, says Kathy Allen, a spokesperson for the National Retail Federation.