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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

Biden’s nightmare debut

President-elect Biden speaks in Wilmington on Nov. 24. Photo: Chandan Khanna/AFP via Getty Images

A dim, gloomy scene seems increasingly set for Joe Biden's debut as president.

The state of play: He'll address — virtually — a virus-weary nation, with record-high daily coronavirus deaths, a flu season near its peak, restaurants and small businesses shuttered by wintertime sickness and spread.

Using apps to prevent deadly police encounters

Illustration: Sarah Grillo/Axios

Mobile phone apps are evolving in ways that can stop rather than simply document deadly police encounters with people of color — including notifying family and lawyers about potential violations in real time.

Why it matters: As states and cities face pressure to reform excessive force policies, apps that monitor police are becoming more interactive, gathering evidence against rogue officers as well as posting social media videos to shame the agencies.

Dan Primack, author of Pro Rata
15 hours ago - Technology

TikTok gets more time (again)

Illustration: Aïda Amer/Axios

The White House is again giving TikTok's Chinese parent company more to satisfy national security concerns, rather than initiating legal action, a source familiar with the situation tells Axios.

The state of play: China's ByteDance had until Friday to resolve issues raised by the Committee on Foreign Investment in the U.S. (CFIUS), which is chaired by Treasury secretary Steve Mnuchin. This was the company's third deadline, with CFIUS having provided two earlier extensions.