Amazon is now offering free shipping for all holiday orders

STOCK  Getty Images The Amazon logo is displayed on screen of a mobile

It intensifies the war for online customers this holiday, and comes after Target announced free two-day shipping for all customers for the holiday.

While Amazon's offer notably doesn't include two-day shipping, the e-commerce giant appears to be relying on its much larger assortment of goods to draw in customers. Amazon didn't say when the promotion would end, but described the duration as "limited". Prime account holders will receive free same-day delivery instead of two-day shipping on eligible items.

Target last month raised the stakes for the all-important holiday shopping rush, offering US customers free two-day shipping.

Two-Day Shipping on 100 Million Items: Free Two-Day Shipping is available to all Prime members in the USA on more than 100 million items with no minimum purchase amount all year. Not to be beaten on its home turf, Amazon is already looking to counter Walmart and Target with its own bolstered free shipping. Both Target and Best Buy are offering similar promotions. For many Prime members, the convenience of having orders arrive every few days outweighs small markups imposed to allow for fast and free shipping. According to Amazon, Prime Wardrobe allows Prime subscribers to have their favourite fashion products delivered for no extra cost, try them on at home, and only pay for the items you decide to keep. In the wake of Walmart's change, it lowered the threshold twice that same year: to $35, and then to the current non-promotional threshold of $25.

Most of this year's sales growth is likely to come from online purchases.

Amazon needs to pump up sales after the company's revenue projection for the remainder of the year fell below some Wall Street analysts' estimates.

Retailers can expect a robust holiday shopping spree this year.

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