Shrugging off the financial burden of shipping costs, Amazon reduced the minimum order required for non-Prime members to receive free shipping to $25, the second time it has reduced the level this year.
The adjustment was rolled out quietly, without a public announcement. It was first noted by deal-tracking site BestBlackFriday.com.
In April, Walmart rolled out a creative response, offering discounts to customers willing to pick up in stores some online-only items. The discounts customers get are based on how much Walmart saves on so-called last-mile delivery costs, which it said represent the lion’s share of shipping cost to customers’ homes.
The price wars over shipping are hugely costly. Amazon said its net shipping costs jumped 43% to $7.19 billion in 2016.