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targetTarget Corp. this morning took a new competitive swipe at Amazon, reducing its minimum online order requirement to $25 to qualify for free shipping of online purchases.

That’s half of Target’s previous threshold, and $10 less than the $35 minimum order that Amazon requires for free shipping on qualifying items (separate from its Amazon Prime free-shipping benefit). The Minneapolis-based retailer touts its new offer as “among the most compelling offers in online retailing.”

Target also offers in-store pickup for eligible products, as well as free shipping for almost all online orders for customers who use a Target REDcard. The company says it has also experienced initial success with its move to ship some Target.com orders directly from stores, improving shipping times, and inventory management.

Amazon powered Target’s e-commerce site for many years before the companies parted ways in 2011.

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