Amazon is not going to get away with the sales spotlight as Wal-Mart launches its own version of Prime Day Wednesday, bringing the battle for sales spotlight to a whole new level.

Wal-Mart will have more than 2,000 items on price rollback or discounts exclusive online on items including baby, toys, and home. The rollback on items will last for only 90 days. The giant retail store will also reduce the minimum order for free shipping to only $35 from $50 for 30 days.

Amazon announced last week that Prime Day will be held on July 15, a day of incredible discount deals that is expected to bring more sales than Black Friday. This feature is only available for members of the Amazon Prime program. Membership fee is at $99 annually, which includes free two-day shipping on countless items.

But this format of having to pay membership fee to avail the discounts received criticisms from Wal-Mart executives. Wal-Mart.com chief executive Fernando Madeira said the idea of asking customers to pay extra on membership fee to save money on the discounts just doesn't make any sense.

These promos are clearly strategies to pump up the numbers of Prime membership for Amazon. Wal-Mart also has its Shipping Pass, which asks for a $50 annual membership fee. It will give members free three-day shipping on their orders from its online store.

Besides Amazon and Wal-Mart, there are other online retail stores joining the bandwagon of giving their loyal customers amazing discounts. Target.com is also giving discounts until July 18 with their "Black Friday in July." Best Buy is also planning to have their Black Friday sale on July 24 to 25.

Amidst all the rivalry in sales, "Black Friday" is a term that has attracted countless buyers to shop on days they are not supposed to. Christmas sales are definitely moving to warmer months. Customers are happy with the discounts, while retailers are happy with the increase in sales.