Last year, brands learned a rough lesson in retail when Amazon Prime Day marked the biggest drop in foot traffic. This year, they’re turning lessons into opportunities.

With Amazon Prime Day kicking off this afternoon, Target and other retailers announced “no membership required”¬†sales for July 17. In addition to discounts on home, kitchen, and beauty categories, Target’s sale includes 30% off Google products, a clear stab at its e-commerce rival.

In the past, Target has countered several of Amazon’s initiatives to cement its position as a formidable competitor in the race to becoming the general retailer of choice, despite the latter’s encroachment on its customer base. For example, though Amazon took the lead on Instagram Stories, Target kicked its social presence up a notch by creating a second Instagram handle of its own, Target Style, which now has nearly as many fans as the main account.¬† Additionally, Target follows Amazon closely in the apparel category, according to Gartner L2’s Digital IQ Index: Big Box.

This time, Target is tackling Amazon’s members-only motto by offering its own free six-month membership for same-day delivery to people who spend more than $100 shopping online. Only time will tell if these tactics will prove enough to surpass Amazon, but considering that this year’s Prime Day is the longest ever, it can’t hurt to try.

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