Amazon is disrupting the retail world again as it ups the ante in delivery speed.
For Amazon Prime Members, the e-commerce giant plans to roll out one-day shipping service as the default - instead of the current two-days.
That announcement came with its blockbuster earnings report on Thursday and by Friday it hit shares of retailers like Target and Walmart hard.
The faster delivery time marks a costly challenge for competitors that will have to pour money into a logistics problem that even the king of e-commerce has yet to solve – How to bring down the cost on the last-mile of delivery to the customer's doorstep.
And that's why Amazon’s faster delivery plan may curb its own near-term profits, as it's expected to spend $800 million dollars toward the shipping goal in the second quarter alone.
Amazon shares were up about a percent on Friday.
In the first quarter Amazon more than doubled its profits, but thanks mainly to its cloud and ad services.
Amazon didn’t give a concrete timeline for when the one-day shipping for Prime members would be rolled out.