TikTok Shop has revealed its summer sales event, “Deals for You Days,” set to take place from July 7 to 19, in an effort to rival Amazon Prime Day. As stated in a company press release, the event will provide discounts of up to 50% across a range of categories and brands, including Fenty Beauty, Crocs, and Philips. Customers can enhance their savings by using Venmo at the checkout. Furthermore, TikTok Shop will roll out a price-match guarantee for items featured in select shoppable livestreams, offering cash back if a lower price is encountered elsewhere.

This is the second consecutive year that TikTok Shop has organized a Deals for You Days sale in conjunction with Prime Day. The previous year’s event, lasting nine days, underperformed, showing a 6% decline in gross merchandise growth during Prime Day, as reported by Modern Retail. The report indicated that TikTok’s average discount stood at 18%, whereas Prime Day’s average was 22%.

Competition remains fierce, with retailers such as Walmart, Best Buy, and Target also conducting sales events during Prime Day. Walmart is planning a six-day Deals event, Best Buy will feature a Black Friday in July sale, and Target will host a Circle Week sale, all available both in-store and online.

Despite earlier difficulties, TikTok Shop’s recent growth may position it as a more formidable competitor. The platform saw a 120% rise in U.S. sales in the first five months of 2025 compared to the prior year. Since its debut in September 2023, TikTok Shop now provides over 70 million products spanning 750 categories.