Amazon debuts free shipping for small goods, no minimum order

San Francisco

AMAZON.COM is introducing free shipping for thousands of popular, smaller items - makeup, mobile phone accessories, earplugs - in its Web store, without requiring a minimum order.

The new initiative applies to all customers, including those not enrolled in Amazon Prime, the annual membership programme that includes two-day shipping, the company said on Tuesday. Amazon is using the free shipping programme to target cost-conscious shoppers, a group that eBay is courting. Amazon chief executive officer Jeff Bezos has focused on increasing the value of the US$99-a-year Prime membership, adding same-day delivery in big cities, video streaming and music. By offering free shipping, the Seattle-based online retailer will be able to target a wider pool of customers and market its services, including Prime membership.