There's a feature called AR View, for example - a new augmented reality feature in the Amazon app that allows customers to view products in situ before they purchase.
It intensifies the war for online customers this holiday, and comes after Target announced free two-day shipping for all customers for the holiday. The online retailer announced that starting today, November 5, all US-based Amazon customers can get free shipping with no minimum purchase amount.
The promotion, however, will likely cause the company to incur increased expenses, according to Moody's Investors Service. That would be more than 12 percent of the $71.8 billion in sales that analysts now expect the company to report for the quarter. In both cases, the advantage over Amazon was no paid subscription required to qualify for free shipping.
Retailers are competing hard for holiday shoppers, who increasingly expect fast shipping that's free.
The Amazon logo is displayed on screen of a mobile photo in a stock photo.
Despite cost-related concerns, O'Shea noted that the company is unique in that it has the flexibility to execute such a deal.
Shah Rukh Khan’s birthday party stopped by Mumbai police
At the launch, SRK was present along with the leading ladies of the film Anushka Sharma and Katrina Kaif on the dais. While the restaurant shut for the general public at 1 am, it remained open for Shah Rukh Khan's private party.
The company's shares fell more than 3 percent following the announcement.
Amazon may receive more orders as a result of the promotion, which could end up offsetting some of the increased expenses.
US online retail sales in November and December will rise 14.8 percent, to $124 billion, software maker Adobe said last week in a forecast based on data from 80 of the 100 largest online retailers. Walmart said it's adding millions more items to its free two-day shipping program, but kept its $35 minimum.
Walmart offers free two-day shipping on sales of more than $35, while Amazon's free delivery-window guarantees are limited to members of its $119-a-year Prime program.