Amazon Prime members still smarting from the disappointing midsummer Prime Day—which promised Black Friday-like discounts but delivered deals on shoehorns and Tupperware—are about to get even more disgruntled.
According to The Wall Street Journal, the online shopping giant is making a huge change to the paid subscription service’s biggest perk: no more unlimited free two-day shipping. Instead, Amazon is testing a new program called Ship by Region that will allow select sellers to determine where they’re willing to ship goods to at no extra cost in two days or less.
Previously, the $99-per-year Prime program offered the service to all members on most items, no matter the destination (merchandise tagged as Prime-eligible meant it had already been shipped to an Amazon warehouse). With Ship by Region, merchants can list any item as Prime-eligible, even when it’s not housed in one of the behemoth’s distribution centers and the delivery window is up to the seller.
Shipping, albeit slower in some cases, is still free for Prime members.
News of the test-run comes as Amazon faces fresh competition from newcomer Jet.com, which offers cheaper prices depending on a customer’s proximity to where products are stored. Last week, Amazon announced it was expanding Prime Now—one-hour delivery from local stores for $7.99—to Seattle.