On July 15th, Amazon turns 20. In celebration of this, the company recently announced what it calls “Prime Day” – an online shopping “holiday” for Prime members that it says will trump Black Friday in terms of deals offered.

Now, Walmart is throwing a bit of shade at Amazon over said event.

“If you’ve shopped Walmart.com, you’ll know that every day is a special day where everyone has access to the same low prices we offer. We mean everyone: you, your neighbor, your boss, your best friend … all of whom are looking for the best price on the things they want and need. We’ve heard some retailers are charging $100 to get access to a sale. But the idea of asking customers to pay extra in order to save money just doesn’t add up for us,” says Walmart.com President Fernando Madeira.

So Walmart is taking some steps to compete with Amazon on its big day. First, Walmart is lowering the free shipping threshold to $35, from $50.

“We’re kicking off some awesome deals this week that will be available for everybody with no hidden costs or admission fees, and they won’t be available for just one day,” says Madeira.

He also promises thousands of new deals and some special “atomic” deals in weeks to come.

It’s interesting that Walmart would talk bad about the idea of a subscription service for shipping, considering the company is testing a service called ShippingPass that offers unlimited three-day shipping for $50 a year (half the price of Amazon Prime).

But hey, Walmart making moves to go after Amazon’s online empire is nothing new.