NEW YORK (AP) - Two-day delivery is going out of style.
Amazon, which hooked shoppers on getting just about anything delivered in two days, announced Thursday that it will soon promise one-day delivery for its Prime members on most items.
The company hopes that cutting delivery times in half will make its $119-a-year Prime membership more worthwhile, since every other online store offers free deliveries in two days. Amazon also can't compete with Walmart and Target, where ordering online and picking up at a store is becoming more popular with shoppers.
Amazon didn't say when the change to its Prime membership will happen, but says it has already been growing its selection of items eligible for one-day deliveries in the past month.
Amazon has long offered delivery in a day or quicker for some items, but the change will mean free one-day shipping will be the default, rather than two-day.
In some other countries, such as the U.K., Prime members are already offered one-day shipping.
The move is likely to put even more pressure on big retailers, which have been racing to ship faster to catch up with Amazon.