AdWeek reports that an upcoming holiday commercial for Walmart will feature a direct broadside at Amazon, emphasizing that it is offering free shipping on orders larger than $35, saying, “No membership fee because, you know, we just don’t think you should have to pay $99 a year for the privilege of free shipping.”

Walmart CMO Tony Rogers made clear in a recent speech that “he wants Walmart to be known for ‘innovation’ and ‘evolution,’ highlighting Walmart’s new partnership with Google (which will enable customers to shop with their voice), online grocery ordering in 1,000 stores (Walmart plans to roll this out in more stores soon), new delivery methods (including Uber), and even automated pick-up kiosks that will feed customers their orders with the touch of a button.”