 It's Amazon Prime Day. Spend responsibly. Big July sales events are here. It's not just Amazon that's provoking shoppers to take advantage of deep discounts. The 11th Prime Day is underway and it'll run through Wednesday. Rival retailers are also cutting prices. This year, Walmart, Target, and Kohl's launched summer promotions ahead of Amazon, hoping to siphon off some shoppers. Meanwhile, Macy's will be rolling out what it calls its Best Summer Deals.