NEW YORK – Target is taking aim at rival Amazon by expanding a service that regularly delivers products to shoppers’ homes.
The nation’s second-largest discounter started its subscription service in September by offering 150 baby products, like baby wipes and diapers, for delivery.
Target is expanding that program tenfold by adding nearly 1,600 items, from beauty products to pet supplies to home office supplies. The discounter also is offering a 5 percent discount on items ordered through the program.
Target is playing catch-up in the subscription business, which allows shoppers to arrange for regular delivery of certain products. The subscription business has exploded in recent years as companies test shoppers’ appetites to have everything from socks to razors to sex toys delivered on a regular basis.
For some services, the exact products remain a mystery until they’re shipped, while others focus on items shoppers use regularly.