Skip to main content
BoF Logo

Agenda-setting intelligence, analysis and advice for the global fashion community.

The Business of Fashion
Retail

Amazon Lowers Delivery Charges as Wal-Mart Battle Heats Up

Amazon lowered its free shipping threshold, undercutting Wal-Mart Stores Inc. by $10 and escalating a battle between the world’s e-commerce leader and the world’s biggest retailer.
Amazon Package | Source: Shutterstock
By
  • Bloomberg

SEATTLE, United States — Amazon.com Inc. lowered its free shipping threshold to $25 from $35, undercutting Wal-Mart Stores Inc. by $10 and escalating a battle between the world's e-commerce leader and the world's biggest retailer.

The new threshold shows Amazon competing for shoppers who don’t pay $99-a-year for Amazon Prime, which includes free two-day shipping on millions of items as well as access to music and video. These customers are Amazon’s most loyal shoppers.

The new pricing targets consumers who are more likely to defect to Wal-Mart since the Bentonville, Arkansas-based retail giant offered free two-day shipping on orders of at least $35 while expanding its online marketplace inventory.

Amazon’s non-Prime customers who qualify for free shipping will have to wait longer for their deliveries than Wal-Mart shoppers — five to eight business days, according to the Seattle-based company’s website.

By Spencer Soper; editors: Jillian Ward, Andrew Pollack and Molly Schuetz.

In This Article
Topics
Organisations
Location
Tags

© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions

More from Retail
Analysis and advice from the front lines of the retail transformation.

The New Reality of Shipping to Saks

While $1.75 billion in court-approved funding has brought labels back to the fold, the real test for vendors will come when that temporary safety net vanishes later this year.

The Step-by-Step Guide to Brand Elevation | Case Study

A growing number of mass and premium brands are pushing upmarket with a more luxe look, better materials and, often, higher prices. This case study unpacks how these labels are navigating the tricky challenge of elevating a brand.

view more
Latest News & Analysis
Unrivalled, world class journalism across fashion, luxury and beauty industries.

Estée Lauder’s Surprise Acquisition, Explained

The American cosmetic giant’s buyout of Ayurvedic beauty line Forest Essentials came as a surprise. By picking an under-the-radar brand it knows well, the company can show that it’s still in the M&A game without needing to outbid rivals.

VIEW MORE

The Business of Fashion

Agenda-setting intelligence, analysis and advice for the global fashion community.
CONNECT WITH US ON
© 2026 The Business of Fashion. All rights reserved. For more information read our Terms & Conditions, Privacy Policy, Cookie Policy and Accessibility Statement.