Amazon to roll out free shipping to everyone during 2018 holiday season

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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.

Walmart, arguably Amazon's biggest competitor in the U.S., has kept its $35 minimum threshold for free shipping for this holiday season (so far, at least).

While Amazon's offer notably doesn't include two-day shipping, the e-commerce giant appears to be relying on its much larger assortment of goods to draw in customers.

Prime members already get free shipping on all eligible orders with no minimum required, but without the holiday promotion, non-Prime shoppers must spend at least $25 to land free shipping. Shoppers who aren't Prime members will get slower shipping, which can take five to eight days.

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Just in time for holiday shopping, Amazon will offer free shipping on all orders arriving in time for Christmas. Walmart, which offers free two-day shipping on orders over $35, told reporters after the Target announcement that it has no plans to change its shipping policy. Both Target and Best Buy are offering similar promotions. 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. According to Amazon, Prime Wardrobe allows Prime subscribers to have their favourite fashion products delivered for no extra cost, try them on at home, and only pay for the items you decide to keep.

The online retailer has confirmed that its Black Friday 2018 sales period will run from November 16 all the way through to November 25.

Forrester estimates that online holiday sales will account for more than 32% of all online sales for the year.

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