Amazon just announced its best Black Friday deal: Free shipping on everything

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But this is not for two-day shipping.

Amazon claims it will be rolling-out new offers "as often as every five minutes", meaning those who want to get their hands on the best deals will have to keep their eyes glued to the site throughout the 10-day sales extravaganza.

Amazon says it will offer customers free shipping on orders delivered through Christmas regardless of whether they are members of the Prime membership program, a move that comes two weeks after rival Target undercut the company with its own free-shipping offer. And even beyond groceries, Prime members can use Prime Now to get one- and two-hour delivery on tens of thousands of items across dozens of categories in 30 major cities, ideal for last minute parties, gifts or travel. Amazon is making more than three million items eligible for same-day delivery for the holidays. There's a feature called AR View, for example - a new augmented reality feature in the Amazon app that allows customers to view products in situ before they purchase.

The credit ratings agency noted that in the fourth quarter of 2017 alone Amazon's shipping costs amounted to $7.4 billion.

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"Free shipping is one of the easiest promotions to execute for a retailer, and is certainly popular among consumers, however it is a very costly initiative to undertake", he said, noting that Amazon's shipping costs for its 2017 fiscal year totaled nearly $22 billion, and its shipping costs over the last 12 months were about $26 billion.

Amazon Prime members still get unlimited free 2-day shipping on everything.

Last month, Walmart added free two-day shipping for Marketplace items to its previous offer of free two-day shipping for purchases over $35. In both cases, the advantage over Amazon was no paid subscription required to qualify for free shipping.

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