Amazon (NASDAQ:AMZN) makes almost twice as much money per person from its Prime members than from regular customers, which helps explain why the company has subtly made its free shipping deals a bit less attractive for non-members.

It’s a strategy that makes some sense for the online retail powerhouse, but it could backfire if it induces more of its casual shoppers to check out online rivals. One obvious beneficiary of that would be Target (NYSE:TGT) , which has recently stepped up its digital game significantly.


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