Online auction site, Ebay has announced it will launch a price match guarantee on more than 20,000 deals on its UK site. 

The news follows hot on the heels of a similar announcement on its US site last month, which saw the launch of a price match strategy on more than 50,000 items, listing Amazon.com, BestBuy.com, Jet.com, HomeDepot.com, Sears.com, Target.com, Walmart.com or Wayfair.com as its main competitors.

With this new offering in the UK, Ebay guarantees that prices for new items included in its ‘Deals Programme’ will have the best price available online from a list of six major online retailers. If it is not cheaper, Ebay will match the lower price of that competitor by sending the customer an Ebay voucher for the difference, guaranteeing the spend on its retail site. In the UK the new pricing strategy is specifically targeting Amazon.co.uk, Currys.co.uk, Johnlewis.com, Argos.co.uk, Tesco.com and Asda.com.

The offering will launch later this month and will available on all eligible items in eBay’s UK Deals Programme.

As competition intensifies online, Amazon announces that its Prime Day of deals will take place on Tuesday, July 11 this year. The one-day shopping event, which is available exclusively to Amazon Prime customers in the UK, will see the online giant launch thousands of deals across its departments, as well as lead-up offers throughout the week. New this year, members can enjoy 30 hours of deal shopping starting at 6pm PT/9pm ET on Monday, July 10, with new deals as often as every five minutes.