Amazon Prime Day prompts big sale at rival retail chain

This economy may be uncertain, but consumers have never been happier to see red numbers on the websites of so many of their favorite retailers, with discounts that seem too good to be true.

Shoppers may have to thank whoever convinced Amazon to extend its Prime Day event, as it has started a war among popular retailers to see who can offer the lowest prices.

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Amazon (AMZN) recently made a shocking change to its popular Prime Day, the e-commerce giant's annual shopping event, during which the company offers various deals across a wide range of product categories exclusively available to Prime members.

Although this sale began as a single-day offering in 2015, Amazon made the savvy move to turn it into a four-day event, right when consumers most fear retail price increases.

This strategy is a win-win situation for both parties, since it has created massive buzz around Amazon, potentially helping it increase sales while saving shoppers money.

Retail chains announce major sales events.

Image source: Hanna Lassen/Getty Images

Major retail chains launch sales after Amazon Prime Day announcement

This unexpected gameplay has ignited a fire among rival retailers to launch similar sales events and prevent losing even more customers to the e-commerce giant.

Recently, Walmart (WMT) , Sam's Club, and Target (TGT) have all touted sales events that last longer and have better discounts than ever.

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And if all those retailers didn't provide enough discounted options already, another one has joined in, returning a popular sales event but making it even more enticing.

Nordstrom brings back a popular annual sales event

Nordstrom (JWN) is bringing back its anniversary sale, a yearly summer tradition for the retailer that offers exclusive deals on new arrivals across multiple brands and categories.

However, it has made a few changes this year by adding more than 65 new brands.

The retailer is also introducing Anniversary Big Deals, which feature a select assortment of products from premium brands with prices up to 50% off.

Nordstrom's anniversary sale will run from July 12 through August 3. Customers can shop in-store, via the Nordstrom App, or through the company's website.

However, those who sign up for a Nordstrom card and join The Nordy Club, the retailer's loyalty program, can access the sales event as early as July 8, depending on their loyalty status.

Icon Members: July 8
Ambassador Members: July 9
Influencer Members: July 10

The retail chain will also host more than 1,400 events at its stores, offering exclusive experiences, product personalizations, and more. The calendar with specific store locations can be found on its website.