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Amazon is giving everyone free shipping on everything for the holidays

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Prime members who are already entitled to free two-day shipping will also receive a new perk during the holidays.                        Reuters

Amazon says it will offer free holiday shipping to all of its customers on hundreds of millions of items, a potentially costly competitive move created to keep pace with similar moves by the company's retail rivals.

Target last month said it would offer free two-day shipping on hundreds of thousands of items, with no minimum order size, from November 1 to December 22 - a move created to keep customers looking to shop online from defecting to rivals like Amazon or Walmart, which both charge for expedited shipping.

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There is no minimum purchase price. More than three million items will be eligible for same-delivery. You won't need a club membership, and you won't have to meet a minimum order to get free shipping when you shop online at Target, which might add up to huge savings. New for this Black Friday, Amazon Fashion has launched its "try before you buy" service, Prime Wardrobe, which aims to make shopping for fashion more convenient than ever. As GeekWire points out, Amazon's free shipping offer doesn't guarantee two-day shipping. Walmart, arguably Amazon's biggest competitor in the USA, has kept its $35 minimum threshold for free shipping for this holiday season (so far, at least).

Monday's news will pile pressure on Walmart and Target, which in recent years have chipped away at Amazon's lead with their own offers of free two-day shipping. Normally, free two-day shipping is something only Prime subscribers get, and a Prime subscription can cost a fair amount of money. Amazon explained in the press release that the promo will last for a limited time, suggesting minimums will return. And even beyond groceries, Prime members can use Prime Now to get one- and two-hour delivery on tens of thousands of items across dozens of categories in 30 major cities, flawless for last minute parties, gifts or travel. Free two-day shipping has always been the core benefit of the Amazon Prime program, which costs $119/year.

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