Why the Change?
Amazon hasn't directly indicated a reason for the change. However, in its announcement the online retailer not-so-subtly mentions its unlimited two-day shipping via Amazon Prime, and links to a free 30-day trial for the service.
The timing of the announcement (roughly two months before Christmas) appears to be strategic in two ways:
1. Push Amazon Prime: The policy change appears to be aimed at boosting its Amazon Prime customer-base before Black Friday and Cyber Monday, pulling more holiday spenders into its loyalty network
2. Sell More Products: The move also helps Amazon extract more "value" from its non-Prime customer segment, encouraging them to increase the size of their purchases in order to take advantage of its free shipping.
We're hoping that this is a pre-cursor to some very deep discounts come November and December.
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