Walmart Stores announced plans for a massive sale timed to compete with a big Amazon promotion, as the two retail giants escalate a battle for American consumers. The sale on Walmart.com will offer lower prices on 2 000 products, cut the threshold for free shipping to $35 from $50 and offer the discounts for 90 days, because “we’ve always believed in giving customers low prices every day”, a spokesperson said. Walmart will launch the sale on July 15, the same day as the “Prime Day”, when Amazon plans a huge number of one-day-only deals to members of its $99 “Prime” subscription service. Amazon has said its Prime sale will have “more deals than Black Friday”, the November post-Thanksgiving sale day for retailers across the country. But Walmart played up its counter-attack. “We’ve heard some retailers are charging $100 to get access to a sale,” said Walmart.com chief executive Fernando Madeira.