Yesterday, Amazon.ca announced that it was immediately lowering its Super Saver Shipping threshold “ the amount customers have to spend to receive free shipping “ from $39 to $25. With the Holidays fast approaching, we felt this was the perfect time to give an early gift to our customers, said Amazon.ca director John Nemeth in a press release.

The announcement clearly had an impact on Indigo CEO Heather Reisman, who began promoting a similar reduction on her company’s homepage today. Stay tuned to see if Amazon responds with yet another reduction.