Amazon drops $25 minimum for free shipping through holiday shopping season

Amazon really wants to deliver for you this holiday season – and increase the pressure on its retail competition.

The online retailing giant will offer free shipping to all U.S. customers – not just the tens of millions who have an Amazon Prime subscription – on orders that will arrive in time for Christmas. Usually, non-Amazon Prime customers must spend at least $25 for free shipping on some items.

Amazon announced some other perks Monday, especially for Prime members who pay $119 annually for the service's free shipping, streaming video and music, and other features. Prime members can get free same-day delivery on more items than usual through the holidays. And Prime members in 60 cities can get delivery within an hour from Whole Foods stores through Prime Now.

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“This holiday, customers can enjoy free shipping with no minimum purchase amount on orders that will arrive in time for Christmas, including items from Amazon’s expertly curated Gift Guides across electronics, fashion, home and toys,” Doug Herrington, Amazon's senior vice president of North American retail, said in a statement.

Amazon's move counters that of competitors such as Walmart and Target, which have both bolstered their e-commerce and shipping options in advance of the holiday shopping season.

Amazon has more than 100 million Prime members worldwide. Consumers can learn about the service and start a free trial at amazon.com/prime.

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