If Walmart can keep up their "Free Shipping" online policy they'll either have to abandom the policy, later - or will clean Amazon's clock, eventually. I've ordered several small items ($5-$20 range) online from Walmart recently that have all arrived within 2 days and with free shipping. This Walmart practice definitely makes it not worth my time and money to drive into town and shop in their store much anymore.
I've been an Amazon Prime member for quite some time .... and lately it seems like more and more of their items are not offered under "Amazon Prime" free shipping. I wonder if "Amazon Prime" isn't gradually becoming merely a marketing common-on trick (Amazon Prime movies notwithstanding) and actually applying to less and less of the products that show up on their website. I'm really not interested in whether "Amazon" or a "3rd party through Amazon" is selling an item that shows up on Amazon's website. The logistics and internal operating arrangements as to how Amazon gets any particular product to show up on their website is their problem - and not mine to be concerned with. When I signed up for Amazon Prime my intent and assumption was to get free shipping all the time on every item. If Amazon has to gradually increase their Amazon Prime annual membership fee in order to offer it this way ... then so-be-it ... but don't mislead us non-fine-print-reading customers into thinking "Amazon Prime" means free shipping.
(Rant over - that's what happens when I type before drinking my first cup of coffee!)