Last weekend, shortly before President’s Day sales commenced, Amazon lowered its free shipping minimum rate for non-subscribers to $35. The change wasn’t advertised or formally announced; publications like Fortune, Forbes, and The Verge broke the news for them. With an estimated 46% of US households having access to a Prime membership, besting Sam’s Club and Costco, Amazon is reaching even further across the eCommerce map by inviting customers to ‘try it before you buy it.’ While the minimum rate for non subscribers has been raised and dropped in the past, this does hold true to Amazon’s core mission to put customers first – even customers who aren’t members yet. That being said, this seems to be a direct response to Walmart opening up free shipping on all orders over $35 last month.