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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

Emergency declaration issued in 17 states and D.C. over fuel pipeline cyberattack

Photo: Luke Sharrett/Bloomberg via Getty Images

The Biden administration said it's "working with" fuel pipeline operator Colonial Pipeline to try and restart operations after a ransomware attack took it offline.

Why it matters: Friday night's cyberattack is "the most significant, successful attack on energy infrastructure" known to have occurred in the U.S., notes energy researcher Amy Myers Jaffe, per Politico. A regional emergency

11 mins ago - World

Sullivan expresses "serious concerns" to Israeli counterpart about Jerusalem violence

Israeli soldiers throw tear gas canisters at Palestinian demonstrators during a protest near the Jewish settlement of Beit El near Ramallah, in the occupied West Bank, on Sunday. Photo: Abbas Momani/AFP via Getty Images

U.S. National Security Adviser Jake Sullivan expressed "serious concerns" Sunday to his Israeli counterpart about "violent confrontations" in Jerusalem and planned evictions of Palestinian families from their homes in the city's east, per a White House statement.

Driving the news: More than 250 Palestinians and several Israeli police officers have been wounded since Friday. Israeli police have used tear gas, stun grenades, water cannons and rubber bullets on protesters, who've thrown "rocks and water bottles" at officers, per NPR. The violence continued Sunday night, AP notes.

Ina Fried, author of Login
Updated 3 hours ago - Technology

Exclusive: GLAAD finds top social media sites "categorically unsafe"

The leading social media sites — Facebook, Twitter, Instagram, TikTok and YouTube — are all "categorically unsafe" for LGBTQ people, according to a new study from GLAAD, the results of which were revealed Sunday on "Axios on HBO."

The big picture: GLAAD had planned to give each of the sites a grade as part of its inaugural social media index, but opted not to give individual grades this year after determining all the leading sites would receive a failing grade.