From Will Smith and his son slinging water to Kobe Bryant peddling deodorant - Amazon may have officially jumped the shark. They've even got actor and former Calvin Klein underwear model Mark Wahlberg pushing protein powder. 

Amazon's competitors, meanwhile, are scrambling to put better deals in front of click-happy consumers. 

Discounted pressure cookers and gadgets just aren't enough to stand out when shoppers can find a flurry of bargains elsewhere. Walmart started a competing four-day sale on Sunday. Target is emphasizing sales on its exclusive clothing and home goods shoppers can't buy on Amazon. -Bloomberg

eBay is even trolling Amazon by offering a "crash sale" - alluding to Amazon's website crashing last year - where it has placed deep discounts on smartphones, electronics and fashion. All of these competitors are emphasizing that you don't need a paid membership like you do with Amazon.