The online retailing giant’s new initiative means that all shoppers can buy thousands of products like cosmetics and phone accessories without having to fork over extra for delivery, according to a Bloomberg report. Until now, only subscribers to Amazon’s Prime membership or those whose orders totaled at least $35 qualified for free shipping.

Now, even certain $5 orders will reach your doorstep with you having to pay for postage.

One difference, however, is that shipping will take five to seven days instead of the two days Amazon offers to Prime members.

Amazon (AMZN) seems to be targeting cost-conscious shoppers who are more reluctant to commit to the Prime membership’s $99 annual fee but who will likely shop more from Amazon because of the free shipping. The move can also help Amazon remain competitive in the face of other retailers like Walmart (WMT) and Target (TGT) recently announcing their own fast-shipping programs for low fees.

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