Beyond Amazon: Multichannel Sales Strategies for Prime Day Alternative Sales

For years, Amazon Prime Day hogged the limelight — until one day, it suddenly had to share the red carpet.

These days, competing events like Target Circle Week, Walmart Deals, and Best Buy’s Black Friday in July are vying for shoppers’ attention, making it harder than ever for brands to determine the best ways to stand out during these high-value events.

Shoppers are taking notice too: According to the upcoming “Ecommerce Pulse Report: Q2 2025” from Salsify and the Digital Shelf Institute (DSI), 54% of consumers now browse multiple sales events instead of simply sticking with Amazon alone. 

Of course, it doesn’t mean the impact of these sales is fading — far from it. But it does mean that brands will need a smarter, more adaptive approach to maximize their wins across multiple platforms. Specifically, a strategy that captures visibility, leverages each retailer’s strengths, and turns short-term sales into long-term customer relationships.

This post takes a closer look at some of the ways your brand can build a multichannel sales strategy — one that can keep you ahead in an increasingly competitive sales environment.

Understand How Shoppers Navigate Multichannel Sales Events

Shoppers today don’t just close on the first deal they see — they research, compare, and strategize across multiple points of sale. Many may start with Amazon to gauge pricing, but then check competitors for retailer-specific discounts, price-match guarantees, or loyalty program perks.

Here are three of the top Prime Day alternative sales:

• Target Circle Week
• Walmart Deals
• Best Buy Black Friday in July

Mobile and social commerce are also becoming an increasingly dominant factor in the customer journey. Many consumers first discover deals through ads, influencer promotions, or mobile push notifications — sometimes even using their phones to research while checking out reviews or price-matching on another device.

For brands, that means being present across platforms isn’t enough. Success means aligning pricing strategies, loyalty incentives, and marketing touchpoints with the ways shoppers actually browse, compare, and buy across platforms.

Diversify Retail Strategies To Compete Across Platforms

No two retailers approach these sorts of sales events the same way. And that means your brand shouldn’t either.

While Amazon leans into Prime-exclusive promotions and fast shipping, Target drives engagement through personalized deals and loyalty perks. Walmart, famously, leans on its everyday low pricing and high-volume sales.

Thus, instead of mirroring your Amazon Prime Day strategy across platforms, brands should play to each retailer’s strengths. For example, Target shoppers respond well to exclusive loyalty-based incentives, while Walmart’s discount-heavy audience is more likely to convert with bundled deals and broad-reach marketing.

Ultimately, when it comes to success, the ability to provide deep customization will go a long way — brands should adjust their pricing, promotions, and messaging in ways that make sense for each event. 

Optimize Product Positioning for Alternative Sales Events

Not all products perform equally across sales events. While major promotions can drive growth across a wide range of categories, some are especially “primed” for success.

Salsify’s research finds that electronics (53%), fashion and apparel (37%), household supplies (35%), and personal care and beauty (31%) are the most sought-after categories during Prime Day and similar events.

Interest also remains strong for furniture and home goods (29%), health and wellness (28%), and home improvement (26%), reflecting a broad demand across essential and discretionary purchases.

Does that mean other categories should sit these events out? Not at all. But for brands competing in these high-demand spaces (during a high-demand event), taking care to stand out on the digital shelf will be more essential than ever.

Multichannel Marketing for Maximum Visibility

Standing out amid competing retailer sales holidays requires a multichannel campaign of its own. But what’s the best approach?

Most ecommerce marketers are familiar with Amazon’s sponsored products and display ads. But retailers like Walmart and Target also offer robust ad platforms, which brands should also carefully integrate into their strategy.

With that in mind, a strong cross-channel ad strategy might include retail media networks like Walmart Connect and Target Roundel, as well as external traffic drivers like Google Shopping and social channels. Retailers also prioritize brands that invest in high-quality product listings, ensuring that optimized content appears prominently across every platform — not just Amazon.

Post-Event Retargeting Across Retailers

Sales events should be more than just a one-time boost, and for an important reason: Brands that focus exclusively on event-day conversions risk losing out on a major opportunity for long-term customer retention.

To re-engage shoppers after a sale, brands have a few approaches at their fingertips, such as:

• Using targeted email and ad campaigns based on past purchases;
• Offering retailer-specific loyalty offers like Target Circle Rewards and Walmart+ perks; and/or
• Performing personalized follow-ups that encourage reviews and repeat purchases.

As always, brands that take an active role in post-purchase engagement can turn short-term gains into long-term brand affinity, wherever the actual purchase may have taken place.

Keeping the Spotlight on Your Brand

Retail sales events are more competitive than ever, but brands that embrace a cross-channel approach to their campaigns will be well-positioned for a “win.”

Remember: if you take care to impress them during the big show, they’ll keep coming back for more.