In an apparent cost-saving measure, Amazon seems to have ramped up marketing of its pick-up option, which offers $10 to select customers who elect to pick up a purchase in-store rather than have it shipped to them.

While Amazon officials told Reuters that the pickup promotion is not new, the news outlet reported on May 8 that the eCommerce giant has emailed the offer to “an undisclosed number of its shoppers.” The promotion offers customers $10 to retrieve an order of $25 or more at a pick-up location such as Whole Foods, Amazon Fresh or Kohl’s stores.

Amazon officials specifically told Reuters the promotion was not viewed as a cost-cutting measure, and reiterated that point by telling Business Insider it’s “a benefit to customers who want to try a convenient and secure offering to pick up their packages.”

Still, the effort to reduce some delivery costs by incentivizing pick-up comes on the heels of other efforts to slash costs, including the lay-off of 27,000 employees since November 2022.