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Beginning today, Amazon is offering free shipping without a minimum purchase amount requirement to all United States customers.

Amazon's ultra-fast delivery service, Prime Now, will also offer special Black Friday deals to more than 30% of the United Kingdom population, providing an ideal selection of gifts, gadgets, fashion and Christmas treats which can be delivered in scheduled one- and two-hour delivery windows or within 60 minutes in selected postcodes. The same week, Walmart announced that two-day shipping would be free for Marketplace items. Deliveries typically arrive in five to eight business days.

Even so, the program could get expensive for the company. One analyst, Colin Sebastian of Baird Equity Research, said the offer could shave 5 percent to 6 percent off Amazon's operating profit this quarter. The online giant is also rolling out free shipping to everyone this holiday season. That would be more than 12 percent of the $71.8 billion in sales that analysts now expect the company to report for the quarter.

Still, the news could help Amazon win more sales.

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While this is certainly a move by Amazon to compete with Target and Walmart, it doesn't match their offers. Pair the shipping offer with some choice Thrifter deals and you'll have yourself a recipe for success this holiday season.

Some customers were already seeing the option on Sunday evening. As GeekWire points out, Amazon's free shipping offer doesn't guarantee two-day shipping. Amazon paid about $22 billion in shipping expenses for the full year in 2017 - double what it paid in 2015.

In recent months, Amazon has extended same-day delivery from Whole Foods through Prime Now to more than 60 cities.

Free Shipping This Holiday: All Amazon customers can shop hundreds of millions of items including every product category with free shipping, and now for a limited time, there is no minimum purchase amount on orders delivered through the holiday season.