New York (CNN Business) Amazon's upcoming Prime Day shopping promotion will be the company's longest. Rival retailers are ready to compete.

Target TGT and eBay announced this week their own sales that will begin on July 15 — the same day as Amazon's annual event.

Target's "Deal Days" will run for two days, the same amount of time as Amazon's sale. Target held a one-day event last year, which it called "one of our biggest days of the year for online sales."

The retailer said in a release that its sale requires no membership. Amazon's days of deals are meant for subscribers of its Prime program, a subscription service that costs $119 a year and includes free shipping and other perks.

Amazon AMZN Meanwhile, eBay made a more pointed reference toin its announcement. The company said it will launch a "Crash Sale" on July 15 that will include "hot deals on top brands" over 50% off, with free shipping and no membership required.

Read More