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Free shipping on Amazon.ca now comes at a higher threshold in Canada, as the online retail giant quietly increased the minimum requirement on Thursday to $35 — a $10 increase from its previous $25.

“Our objective is to offer customers low prices, as well as convenient free shipping options, on the millions of products available on Amazon.ca,” an Amazon spokesperson told the Financial Post in a statement. “We have found that most free shipping orders in Canada already exceed the minimum order amount of $35. The adjusted amount allows us to offer free shipping on millions of items to our customers across Canada (except remote locations).”

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The increase also comes with a more aggressive push for customers to sign up for Amazon Prime, the company’s $79-a-year service that offers members unlimited “free” two-day shipping with no minimum requirement (with some fine print attached, such as not including many third-party Marketplace items), cloud storage and early access to its Lightning Deals.