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It’s Walmart Versus Amazon In This Year’s Black Friday Wars

Walmart checkout

Walmart is taking aim at Amazon and bringing out its post-Black Friday deals earlier than usual in an effort to capture consumer momentum heading into the critical shopping weekend.

The world’s largest retailer finished an overhaul in its marketplaces this summer, boosting the number of items available on from 8 million last year to 23 million items today, Fortune reports. That expansion is putting Walmart even more directly at odds with Amazon, especially since Walmart bought, and the firm hopes to gain the upper hand this holiday season by offering what it calls “Cyber Week deals” starting Nov. 25 a minute after midnight.

And Amazon shouldn’t take Walmart’s online offerings lightly—Walmart recently reported its global online sales jumped over 20% in Q3 after getting its new marketplaces up and running. [Fortune]