Amazon has a new and different focus this holiday season: non-Prime members. “Starting today, November 5, and for a limited time, all Amazon customers can enjoy free shipping with no minimum purchase amount on orders that will arrive in time for the Christmas holiday,” the retailer stated in an official press release. “This offer applies to hundreds of millions of items – the largest free shipping selection in the country.” As a consolation, Amazon is also offering Prime members “FREE Same-Day Delivery, now available on more than three million items – the largest same-day selection in the U.S.”
This promotion appears to be an effort to compete with big-box retailers, both online and in store. Target announced a strikingly similar promotion last month, giving shoppers free two-day shipping for online orders starting November 1. Target’s promotion applies to all their shoppers, and just like Amazon’s, doesn’t require a membership or purchase minimum. Other retailers, such as Best Buy, have announced similar promotions.
As the holiday shopping season approaches, it’s becoming increasingly important for brands to have a clear Amazon strategy. The retail giant is estimated to have captured up to 50% of e-commerce shopping during the 2017 holiday season, and can be expected to set new records again this year.