Amazon USA is going after dollar stores

Last week, the e-commerce giant rolled out a $10 & Under feature on its website and app, where customers can buy items at bargain prices. Shoppers will also get free shipping and they don’t even need a Prime membership.

“Amazon’s $10 & Under is designed to meet the needs of consumers looking for everyday low-cost items as well as small gift items,” said Brittain Ladd, a retail consultant, who sees it as an extension of Amazon’s retail ecosystem which duplicates the Dollar Store treasure hunt experience online.

Amazon’s $10 & Under is a way for the company to tap into shoppers who don’t want to become Prime members and low-income customers.