In an effort to attract new Amazon Prime members and increase sales numbers during the holidays, Amazon is introducing free holiday shipping on all orders in the U.S.

During the 2017 holiday season, Amazon offered free shipping to Prime members that spent at least $25, but now is offering free shipping for the first time this year. The promotion will begin Monday in an effort to provide “customers even more convenient and faster delivery options.”

An increase in holiday retail sales of 4.8% is being projected by The National Retail Foundation, compared to last year. 

Unfortunately for Amazon’s competition, their holiday savings efforts may receive less recognition than Amazon’s free shipping. Target, for example, is offering free two-day shipping on all orders from November 1 to December 22.

A date has not been set for when Amazon’s free shipping offer will expire, currently having only announced that all items that arrive in time for Christmas will be included. A cutoff date is expected to be announced closer to the end of the holiday season. 

Amazon said that the promotion will provide free shipping on hundreds of millions of products. Walmart, one of Amazon’s fiercest competitors sells approximately 75 million items online.

After falling behind the revenue projections estimated by select Wall Street analysts, Amazon will need an increase in sales between now and the end of the year. Amazon is slated to post fourth quarter sales numbers between $66.5 and $72.5 billion. 

While Amazon Prime members are already eligible for free shipping on all eligible orders with no purchase minimum, non-Prime members are required to spend at least $25 to obtain free shipping. 

During the holiday season, Amazon will provide same-day delivery on more than three million items. Through the use of Prime Now, Amazon has offered same-day delivery from Whole Foods to more than 60 cities in recent months.