Amazon is changing its free shipping option for the holiday season

Amazon will offer free shipping on holiday purchases

Amazon will offer free shipping on holiday purchases

Even though over half of all U.S. households now have Prime memberships, Amazon would undoubtedly like to convert even more consumers to paid subscribers.

Although there is not a hard end date to this promotion, Amazon says that free shipping without a minimum purchase will apply to all orders that will arrive before Christmas. The online retailer announced that starting today, November 5, all US-based Amazon customers can get free shipping with no minimum purchase amount.

Like previous years, Amazon UK will offer 'Deals of the Day' every day throughout the period across the site along with 'Lightning Deals' - products available at a discount, in limited quantities, for a short period of time - with new deals becoming available as often as every five minutes. That is important for the world's largest online retailer since a revenue slowdown it forecast last month spooked some investors and sent its stock tumbling. will lead the way as usual, and is promising big things already.

Amazon cut its order minimum for free shipping to $25 from $35 indefinitely in May 2017. While Walmart has maintained its $35 order threshold this holiday, Target has scrapped its minimum until December 22.

Also new for this year, Amazon will be offering Black Friday customers the chance to use Augmented Reality (AR) inside its iOS and Android apps to visualise products to help work out whether a household product will fit - without a tape measure.

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But this is not for two-day shipping.

Amazon has found another way to entice holiday shoppers this season: free shipping to everyone, including non-Prime members.

Amazon is now courting those outside the club, hoping its brand and wider selection will set it apart. If you see a "FREE Shipping" message and the item's fulfilled directly by Amazon, you're golden. Target, however, promises to deliver the items more quickly.

Amazon isn't the only merchant slashing shipping fees.

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