Amazon Debuts Free Shipping on Small Goods, No Minimum Order. Not just for Prime members

Bloomberg reports:

Amazon.com Inc. is introducing free shipping on thousands of popular, smaller items -- makeup, mobile phone accessories, earplugs -- in its Web store, without requiring a minimum order.

The new initiative applies to all customers, including those not enrolled in Amazon Prime, the annual membership program that includes two-day shipping, the company said on Tuesday. Amazon is using the free shipping program to target cost-conscious shoppers, a group that EBay Inc. is courting.

Amazon Chief Executive Officer Jeff Bezos has focused on increasing the value of the $99-a-year Prime membership, adding same-day delivery in big cities, video streaming and music. By offering free shipping, the Seattle-based online retailer will be able to target a wider pool of customers and market its services, including Prime membership.

Competition.