Starting today in the US, Amazon says it’s removing the minimum purchase requirement for an order to qualify for free delivery for non-Prime members. Normally, you have to spend $25 in order to qualify for free standard shipping — which usually takes between five and eight days — from the online retailer. You’ll have until Friday, December 14th to take advantage of the free shipping offer.

The promotion comes as Target last month introduced free two-day shipping in an attempt to capture more of the market during the holiday shopping rush. Walmart offers free two-day shipping on orders of $35 and up. Amazon’s promotion will further ratchet up the pressure on these incumbent retailers, making it cheaper still to buy online from the company that recently hit a $1 trillion valuation. Amazon already spent a record $7.3 billion on shipping during last year’s holiday quarter, and this promotion is likely to push this cost higher still.

Updated 4:43PM ET, December 5th: Updated to reflect that Amazon shared that it will be reinstating its $25 minimum for free shipping for non-Prime members on Friday, December 14th.