 Amazon Prime deals almost here. It's summertime, and the bargains seem easy at a time when many consumer prices are high. July sales events have become a seasonal revenue driver for the retail industry since Amazon launched its first Prime Day in 2015. Amazon is holding its 10th Prime Day event Tuesday and Wednesday. Retail rivals like Walmart, Target, Kohl's, and newcomers TikTok Shop and Timu launched summer promotions ahead of Amazon.