TikTok Shop joins the long list of online retailers to announce summer sales that compete with Amazon Prime Day. The eroticism in psychologyin-app shopping platform will run 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 slated for July 8 to 11, making it Amazon's longest members-only sale on record.
TikTok said 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, adding that eligible shoppers can save even more at checkout by paying with Venmo.
TikTok Shop will also introduce a price-match guarantee for items featured in select shoppable livestreams during Deals for You Days, the company said. If a customer finds a product on sale for a lower price off-platform, they'll earn cash back on the difference.
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This marks the second year TikTok Shop has hosted a Deals for You Days sale alongside Prime Day — though its first iteration, a nine-day affair, didn't move the needle. According to a July 2024 Modern Retail report that analyzed Salesforce data, TikTok Shop's gross merchandise growth was down 6 percent during last year's 48-hour Prime Day sale. In contrast, non-Amazon retailers saw 3 percent year-over-year gross merchandise volume growth during the same period.
"Part of the issue may have been that TikTok’s sales event didn’t offer sharp enough discounts," Modern Retail's Allison Smith wrote at the time. "The average discount on TikTok was 18%compared to the average discount during Prime Day, which was 22%, according to Salesforce." Reportedly, that's even with TikTok helping certain brands subsidize their markdowns.
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It certainly doesn't help that the competition elsewhere is fierce. Bigger retailers have been competing with Amazon's flagship sale for years, including Walmart, Best Buy, and Target. In 2025, the former has plans for a six-day Walmart Deals event during Prime Day; Best Buy is hosting a concurrent Black Friday in July sale; and Target has a conveniently timed Circle Week sale in the pipeline. All three events will run both in stores and online.
That said, TikTok Shop's immense recent growth could make it a more viable player in the anti-Prime Day game. In the first five months of 2025, the platform saw a 120 percent increase in U.S. sales compared to the same period last year, according to TikTok's press release. (What trade war?) TikTok Shop now counts over 70 million products across 750 categories since launching in September 2023, the company said.