While the free shipping promotion was originally on any purchase above $49, it has now been nudged up to a minimum order of $65. That means the sweet spot for people in Israel is orders that fall anywhere between $65 and $75, to avoid shipping charges and customs charges added on. Israel allows customs free purchases from abroad as long as the value does not exceed $75. There is talk of this being changed or cancelled, but for now this is still the rule. Obviously you can order more, but then you'll have to add VAT plus possibly other import taxes depending on value and specific item.

Ynet is reporting that the new promotion does not [yet?] include all products, but more are to be added soon. It also might not apply to large items that are more costly to ship. I guess all that will be worked out over time.