Icelandair has introduced a new Economy Light Fare for people who only carry on.
With this fare you can bring a carry on up to 10 kg and reserve your seats in advance.
Checking a bag will not be allowed. And anyway, extra checked baggage charges for Icelandair are as high as $95 each way for flights from North America to Europe (excluding flights to Iceland alone where the cost is $69.)
This move by Icelandair will heat up the transatlantic fare wars currently being won by WOW and Norwegian airlines.