After a decade of Super Saver shipping, Amazon.com shoppers will be saving a little less. Amazon has raised the bar for free shipping to $35 instead of the $25 minimum order consumers have long been accustomed to from one of the Internet’s most-trafficked shopping sites. While Amazon had earlier notified customers that shipping costs would go up this holiday season, it gave no reason for the change.

Amazon now stands in the middle of the pack, with Best Buy still requiring a minimum order of $25 to qualify for free shipping and retailers like Target and Wal-Mart still offering free shipping on purchases of more than $50.

When Amazon began Super Saver shipping, it was a factor in the shift many online retailers made to cheap or free shipping. Speculation is already whirring as to whether or not the move may push more shoppers toward Amazon’s Prime membership, which offers free two-day shipping after a $79 annual membership. Others imagine this may put a dent in Amazon’s business. With shares rising the day after the news broke, however, it seems it may take more than this to dent investor enthusiasm.

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