Last week, Amazon from Walmart.com CEO Fernando Madeira. "But the idea of asking customers to pay extra in order to save money just doesn't add up for us."

"We're standing up for our customers and everyone else who sees no rhyme or reason for paying a premium to save."

Walmart will roll out special deals "with no hidden costs or admission fees" this coming week. And unlike Amazon's Prime Day, which will be held for one day only on July 15 to mark the retailer's 20th anniversary, Walmart's sale period will run for multiple days.

"Our customers will see thousands of great deals on Rollback beginning this week along with some special atomic deals (more on that in the days to come)," Maderia said. "In addition, we're rolling back our free shipping minimum order to $35 from $50."

Walmart did not say what items will be discounted, but you can pretty safely assume video games will be on sale.