Dive Brief:

• Amazon announced Tuesday it will now offer all shoppers free shipping on thousands of small items, such as makeup and mobile accessories, without requiring a minimum order.
• The service, dubbed Fulfillment by Amazon Small and Light, will operate out of a Florence, KY, shipping hub and ship items weighing 8 ounces or less in four to eight days. 
• Many items will come from third-party sellers, which pay fees for Amazon fulfillment services. 

Dive Insight:

Tapping inventory from third-party merchants, Fulfillment by Amazon Small and Light is likely an effort to target thriftier consumers who might otherwise shop through eBay, Wal-Mart or Target. After hooking those buyers looking to spend less, the Seattle-based e-commerce site can then target them with value-added offers such as Prime membership.