Zappos.com is competing on price this holiday season.

The Amazon.com Inc. subsidiary for the first time is running a “price promise” promotion, which says it is price matching other online competitors on selected products. The program started Oct. 31 and is currently scheduled to run through Nov. 20, although Zappos says it may extend the offer.

Online-only Zappos, which offers free shipping and a 365-day free return policy for all orders, typically offers most goods it sells at list price.

The e-retailer, which is known primarily as a shoe e-retailer but also sells clothing and accessories, says it is automatically adjusting the prices consumers see on Zappos.com in real time to match competitors’ online prices. It did not specify which retailers it is matching, but says it is not matching prices offered by auction sites, marketplace sites, membership clubs or outlet sites. If consumer finds a lower price on another e-retail site that Zappos hasn’t automatically matched, the consumer can contact customer service to match it. If a consumer buys at one price and finds a lower price offered within 14 days, she can contact Zappos for a price adjustment. Zappos declined to say what software it is using to monitor and adjust prices.

“We are constantly trying to up our value propositions and listen to customer feedback and feel Zappos Price Promise will truly help our customers this holiday season,” says Joe Grusman, director of marketing acquisition and emerging platforms at Zappos.

Target Corp., No. 22 in the Internet Retailer 2016 Top 500 Guide, also is using price matching as a way to draw holiday shoppers this season. The mass merchant said it will match competitors pricing from Nov. 1-Dec. 24, excluding Thanksgiving and the following week, which encompasses Black Friday and Cyber Monday. Best Buy Co. Inc. (No. 12) has an ongoing price matching policy. Amazon, Zappos’ parent company and No. 1 in the Top 500, generally does not price match any competitors outside of TVs.