Amazon Includes Circular In Weekend Newspapers

Among the Target, Best Buy and Radio Shack ads bundled with my Saturday New York Times this morning is a surprise: an 8-page circular from Amazon (NSDQ: AMZN) advertising the company’s new free one-day shipping offer. Update: Some readers tell me they have seen Amazon circulars in their Sunday papers before.

The front page of the circular says “Last Minute Gift Ideas For Everyone On Your List.” (Excuse the not-great cell phone picture.) The inside pages feature products that are eligible for free one-day shipping, including DVDs, electronics, video games, music and Kindles. A box on page 5 explains what Amazon Prime is and offers a free trial by visiting

Each item featured in the circular includes its list price, which is crossed out, then “Our Price: ? Check latest price at” Each item is also accompanied by its star rating and reviews on Amazon.

Books are not included in the circular or in the free one-day shipping promotion.

Amazon recently ran a price check promotion that made many people very mad, but that I believe was more of an effort to compete against big box stores than independent bookstores. This circular seems to be part of that same strategy.

Is the circular in your paper this morning? Let me know where you live and which paper in the comments.