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An Amazon warehouse. Photo: Grant Hindsley/AFP/Getty

Amazon has kicked off the holiday shopping season with an aggressive shot over the bow of its competitors — free shipping, including for non-Prime members.

Why it matters: After capturing half of all U.S. online holiday sales last year, Amazon is now plotting how it can lure even more customers in what's expected to be a $720 billion shopping bonanza this holiday season, per the National Retail Federation.

  • This is "yet another example of the steps retail heavyweights such as Amazon, Walmart, Target, etc. will take to continue to expand market share, and they will use every weapon in their arsenal to accomplish this," Moody's analyst Charlie O'Shea said in a note.
  • O'Shea tells Axios: "Amazon's primary advantage continues to be a profit-agnostic shareholder base, which allows it to invest in virtually any area, at almost any cost, with no negative impact on its share price. This is an advantage that no other retailer enjoys."

The details: Amazon will waive the $25 minimum purchase that its non-Prime members must meet for free shipping. The deal lasts through the busy season.

  • The move is an easy way to get new people to try Amazon as Prime membership growth slows, says James Thomson, a former Amazon executive who now consults for retailers that sell on its platform.

Go deeper: The decline of Black Friday

Go deeper

Updated 37 mins ago - Sports

Olympics dashboard

Team USA's Simone Biles watching the women's uneven bars final at the Olympic Games in Tokyo, Japan, on Sunday. Photo: Jamie Squire/Getty Images

🚨: Simone Biles will compete in her final Olympic event

⚽: U.S. women's soccer team falls to Canada in semifinals, ending chances at gold

🏋️‍♀️: Laurel Hubbard becomes first openly trans woman to compete at Olympics

🤸: U.S. gymnast Jade Carey wins Olympic gold in floor exercise final

🪧: IOC "looking into" American Raven Saunders' Olympic podium protest gesture

📷In photos: Day 10 Olympics highlights

🏳️‍⚧️: Axios at the Olympics: Games grapple with trans athletesTrans athletes see the Tokyo Games as a watershed moment

Go deeper: Full Axios coverage

Updated 59 mins ago - Sports

Laurel Hubbard becomes first openly trans woman to compete at Olympics

Laurel Hubbard. Photo: Stanislav Krasilnikov\TASS via Getty Images

New Zealand weightlifter Laurel Hubbard made history on Monday as the first openly transgender female athlete to compete at the Olympics.

Why it matters: The presence of trans and nonbinary athletes at this year's Games has been celebrated by LGBTQ+ rights advocates, but stirred controversy among critics, who argue trans women have an unfair advantage even after taking hormones to lower their testosterone.

Index fund investors saved $357 billion over last 25 years

Illustration: Sarah Grillo/Axios

Investors who’ve opted to passively track the stock market haven’t just outperformed most active fund managers. They’ve also saved a ton of money in fees while doing it.

Why it matters: There are loads of active fund managers aiming to beat the returns of funds that track indexes like the S&P 500.