Businesses and brands across the globe are scrambling to respond to the so-called “Amazon Effect”, whereby consumers now expect deliveries within two days of placing their orders. Amazon Prime in particular aims to maximize customer satisfaction and convenience by offering one-day, same-day, and even 2-hour delivery. Many big-box retailers, like Walmart and Target, have followed suit, leveraging their extensive brick-and-mortar store networks to fulfill online orders within a shrinking delivery window. But customers aren’t just expecting this lightning-fast service from the big players in the retail industry. Brands of all sizes have begun offering fast and free delivery options in order to increase purchase rates for online shoppers and reduce shipping costs.