At first blush, CFO Brian Olsavsky’s casual mention that Amazon is shifting to one-day shipping as the standard for Prime members seemed like the biggest news in ecommerce since the company announced free shipping on all 2018 holiday orders.

The they’ve-done-it-again awe isn’t entirely unfounded; the shift may very well help Amazon make a dent in the 50% of U.S. ecommerce it doesn’t already dominate.

And it certainly sets the pace for competing retailers.

However, even with an $800 million investment behind it, it’s not actually going to change that much for Amazon, consumers or sellers.

Amazon also offers thousands of items within one or two hours—and, of course, it has data on order frequency and average order value growth driven by faster shipping.

In fact, Larry Pluimer, CEO of Amazon agency Indigitous, described one-day shipping as “more of an evolution than it is a quantum leap forward.”

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