how did amazon up the ante in holiday shopping?

Consider the Tampa Bay Times article below. The title says: Amazon just upped the ante in the race for free holiday shipping. What does "upped the ante" mean? Read the article and answer some of these critical thinking questions: What did Amazon do? When does this go into effect? Where is this happening? Who will it impact? Why do you think they started free shipping for the holidays? How can this impact other retailers, both online and in-store? Now create some What If? So What? or What Next? questions of your own.

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SS.4.FL.2.6 Predict how people’s spending choices are influenced by prices as well as many other factors, including advertising, the spending choices of others, and peer pressure.
SS.8.FL.2.2 Analyze a source’s incentives in providing information about a good or service, and how a consumer can better assess the quality and usefulness of the information.
SS.912.FL.2.1 Compare consumer decisions as they are influenced by the price of a good or service, the price of alternatives, and the consumer's income as well as his or her preferences.