Less than three months after its launch, Jet.com has decided to waive its $50 annual membership fee, which was key to the startup’s business model. The NJ-based shopping site raised $225 million in venture capital prior to going live, making it one of the most-hyped tech startups this year. Considered a potential challenger to Amazon, Jet.com was seen by many as a discount shopping site, a perception Jet executives are hoping to change. However, a shift to its membership model could mean reduced savings for users. “Without the membership fees, it will be more challenging for Jet to beat Amazon’s prices — its key pitch to customers — while also funding a massive advertising campaign,” reports The Wall Street Journal.