Dive Brief:
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Amazon said Tuesday that it’s extending its free shipping deadline for holiday orders two days later than last year. Customers making a purchase by Friday 11:59 p.m. Eastern Standard Time will have them delivered free by Christmas Eve.
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Prime members are privy to free two-day shipping for Christmas Eve delivery on orders placed as late as Dec. 22. Amazon also offers same-day delivery in select cities, but not for free.
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The company said it expects Dec. 18 to be its busiest shopping day this year. Other retailers also expect late shopping: Toys R Us said it will be open until 9 p.m. Christmas Eve; Kohl’s said it will stay open 100 hours, from 6 a.m. Friday until 6 p.m. Christmas Eve. Target, which has extended its hours for weeks, is delivering orders placed through Dec. 20.
Dive Insight:
Amazon’s efficient network of robot-aided warehouses and sorting centers have made this shipping policy possible — if indeed it is possible. Last year, Amazon and other retailers infamously over-promised on late Christmas orders and later traded blame with shippers when packages didn't arrive on time.
This year, shippers have beefed up their capacity to avoid that kind of trouble, but have also warned retailers against taking things to the last minute again. We’ll see.
