The first change took place in October of 2013, when the minimum purchase price on free shipping for non-Prime members increased from $25 to $35. Then in March 2016, the company took a bold step by increasing the minimum purchase price to $49, putting it in line with other retailers charging $50 to quality for free shipping.

As a consensus, most customers were not pleased. In a survey from DealNews of 1,360 people, 96 percent of them said the higher minimum would change how they shopped at Amazon, while 75 percent said they were more likely to find alternatives based on the lowest total price. Of course, the respondents also voiced their opinions on considering an annual Prime subscription now after the minimum purchase price had been increased, to which 97 percent of them said it did not influence their decision to consider purchasing a subscription.

$35 minimum for standard shipping back in effect

On Tuesday, the company reconsidered its shipping strategy for non-Prime customers and decided to lower them back down to the $35 minimum requirement from just over three years ago. The change in Amazon’s policy has put its non-Prime shipping prices back in line with competitors such as Walmart, which last month began offering free two day shipping on items $35 or higher as long as they are bought in the continental US.

Due to the appeal of Walmart’s new policy, non-Prime customers can once again earn free standard shipping (two to five business days) on orders made at or below the minimum purchase price, though they can still expect to pay premiums for two to three day expedited shipping and anything faster.