Amazon offering free holiday shipping to everyone

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But this is not for two-day shipping.

As part of the Black Friday event, Amazon will offer "Deals of the Day" throughout that will see dramatic price cuts on "must-have electronics, toys and fashion to sports, beauty, home items and more".

Amazon claims it will be rolling-out new offers "as often as every five minutes", meaning those who want to get their hands on the best deals will have to keep their eyes glued to the site throughout the 10-day sales extravaganza.

Amazon isn't the only merchant slashing shipping fees.

The credit ratings agency noted that in the fourth quarter of 2017 alone Amazon's shipping costs amounted to $7.4 billion.

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Furthermore, Amazon has declared "this year there will be even more prize giveaways, workshops, VIP experiences and product sampling, offering something for all the family".

On Monday, Amazon returned fire, saying it will eat the shipping costs on "hundreds of millions" of items on its online bazaar during the holiday rush.

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

While this is certainly a move by Amazon to compete with Target and Walmart, it doesn't match their offers. "With hundreds of millions of items available for free shipping to all Amazon customers and more than three million items available with Prime FREE Same-Day Delivery, customers can enjoy the largest selection of items that are fast and free". "Amazon's patient and seemingly profit-agnostic shareholder base provides the company with the flexibility to offer this type of costly promotion, which is a unique competitive advantage". Target dropped its $35 minimum for free two-day shipping during the holidays.

Amazon's latest perk will be available not just for its Prime members, but for all holiday shoppers this year.