Amazon offers US customers free holiday shipping to compete with Target

Daniel Fowler
November 5, 2018

More than 3 million items will eligible for same-day delivery during the holiday season, if you're a prime member.

Retailers are competing hard for holiday shoppers, who increasingly expect fast shipping that's free.

Amazon says it will offer customers free shipping on orders delivered through Christmas regardless of whether they are members of the Prime membership program, a move that comes two weeks after rival Target undercut the company with its own free-shipping offer.

Amazon UK hasn't revealed any of the Black Friday deals for this year, but in its announcement it did highlight some of the top deals from last year. Walmart said it's adding millions more items to its free two-day shipping program, but kept its $35 minimum.

Beginning today, Amazon is offering free shipping without a minimum purchase amount requirement to all U.S. customers. Also mentioned was the previous free-delivery threshold on orders larger than $25.

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With the all-important holiday season kicking off around Thanksgiving later this month, retailers are jockeying for customers' dollars and hoping to outpace Amazon, which takes up almost 50 cents of each dollar spent online in the US.

Considering Amazon is already offering Early Black Friday deals every day, this offer could not come at a better time for those who do not have an Amazon Prime Membership.

Amazon isn't the only merchant slashing shipping fees.

The National Retail Foundation forecasts holiday retail sales will climb by up to 4.8% compared to a year ago.

It marks the first time in recent memory Amazon has removed the minimum order requirement promotionally for its free super-saver shipping tier, which has gone up and down over the years, from a high of $49 to its current low of $25. The company usually sets the final date toward the end of the season.

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