New York (CNN Business) Amazon has turned Prime Day into a summer shopping holiday — and rival retailers like Target want to claim a piece of that spending next week.

Target TGT is running "Deal Days" on Monday and Tuesday, July 15 and 16, the same dates as Amazon's two-day Prime Day event. Target said it will offer 40% off some furniture, 30% off some small appliances and cookware, and other deals on toys, sporting goods and bedding.

Prime Day has become Amazon's annual summer show of force in the shopping world. Amazon uses the savings event to spotlight its own products and hook new members on Prime, its $119 annual free-shipping program. This year Amazon says Prime Day will include more than one million deals, such as steep discounts on its own Alexa-enabled devices.

Target is looking to compete in part by playing up the fact that customers don't need a membership to score deals. This year's two-day event is an expansion: Target held a one-day sale last year, which it called "one of our biggest days of the year for online sales."

Other retailers are trying to cash in next week, too.

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