Well, Amazon has struck back; now it too is offering free shipping with no minimum to all customers, according to Reuters. Normally, free two-day shipping is something only Prime subscribers get, and a Prime subscription can cost a fair amount of money.
Amazon's ultra-fast delivery service, Prime Now, will also offer special Black Friday deals to more than 30% of the United Kingdom population, providing an ideal selection of gifts, gadgets, fashion and Christmas treats which can be delivered in scheduled one- and two-hour delivery windows or within 60 minutes in selected postcodes.
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Amazon won't be sidelined by brick and mortar stores this holiday.
Retailers are competing hard for holiday shoppers, who increasingly expect fast and free shipping.
"They're forcing Amazon to react", Wedbush Securities analyst Michael Pachter said.
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If you're lacking in the Prime membership department, this year you won't have to sigh wistfully whilst looking in the windows of Amazon's free shipping department. It's the first time Amazon has made such an offer without a minimum order requirement.
Amazon UK is promising customers "more deals than ever before" and, the shopping giant has even introduced a new "AR View" so customers can view products in situ before they purchase, via the Amazon App. It's $49 free shipping threshold didn't last long after Walmart unveiled its policy of free two-day shipping with every order $35 or more in January 2017.
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Forrester estimates that online holiday sales will account for more than 32% of all online sales for the year.