Target seems to be upping its delivery game to keep pace with Amazon and Walmart.

The Associated Press reports that Target is using its Shipt delivery service to provide same-day delivery “on thousands of items for $9.99 per order … Target says the same-day option will cover 65,000 items and be fulfilled in 1,500 of its 1,800 stores in 47 states. Shoppers using Target’s loyalty card will get a 5% discount.”

The goal of the change is to make Shipt for accessible to shoppers. Until now, the story says, “Target shoppers looking to receive same-day delivery through Shipt had to go to the start-up’s website and pay $99 for an annual membership or $14 for a monthly membership. Those options will be still be available, but the retailer is making it easier by incorporating the Shipt feature on its website.”

The move comes as “Walmart rolled out next-day delivery with a minimum order of $35 on its most popular items in certain cities. Amazon has upgraded its free shipping option to one-day delivery for Prime members who pay $119 a year.”

KC's View: Smart move … it expands Shipt’s universe and keeps up with the competition. Though, for the life of me, I’m not sure why retailers competing with Target would use Shipt to bolster their own e-commerce offerings. Seems a little dangerous, long-term.