Online retailer Zulily announced the launch of a comparison tool to let shoppers review its prices against major competitors, including Amazon and Walmart, and will match competitor pricing found on those sites during the holiday shopping season starting today until Dec. 19. 

Zulily officials said the company launches about 100 sales daily, featuring prices up to 70% off for a 72-hour-period. The retailer is betting that mobile and online shoppers will be able to find equal or lower prices on many popular items found during the holidays.

"At Zulily, we see that our customers shopping as entertainment, and they want to be able to check out what's new while on the go,'" Kevin Saliba, senior vice president, marketing, told Mobile Payments Today, via email. "When they have a moment to themselves — whether it's in line for coffee or between meetings — they're using that time for themselves on the phone.'"

The company cites a study from Wakefield Research showing a perception that Walmart has the lowest prices 38% of the time, with Amazon having the lowest price 27% of the time. Zulily claims that it has the lowest price 97% of the time. 

Cover image courtesy of Zulily.