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Dive Brief:
Amazon on Thursday announced a single-tap “Add to Delivery” feature for Prime members to quickly add eligible products to existing upcoming deliveries. There are no additional fees to use the service, and it is available on Amazon’s shopping app or mobile website.
The e-commerce giant said users can also reverse the addition by using the “Undo” option that’s prompted, removing the item immediately, per a company post Thursday.
Amazon’s Worldwide Stores CEO Doug Herrington said in a video that shoppers have used it over 50 million times since launch. The feature began rolling out to Prime members in August.
Dive Insight:
Amazon is not the first retailer to let customers add to existing orders.
For example, Walmart offers the ability to edit some existing orders to add new items within a set timeframe, and Target offers a similar option on some same-day deliveries. Amazon’s new feature is a more simplified one-click solution, in comparison.
The Amazon move comes as the company seeks to make its offerings more accessible and easy. The company in June announced it aims to expand same- and next-day delivery to more than 4,000 small towns and rural communities by the end of the year. On Wednesday, the e-commerce company also debuted a value-focused private label grocery brand called Amazon Grocery, which replaces two of its other owned brands.
Amazon’s retail business is growing, but its advertising, subscriptions and marketplace seller services continue to accelerate, per Q2 results in July. Its online store net sales grew 11% year over year to $61.5 billion in the period and physical store sales rose 7% to $5.6 billion.
The company’s new one-click feature for Prime members also follows Amazon’s $2.5 billion settlement with the U.S. Federal Trade Commision in September. The government had alleged that Amazon used “manipulative, coercive, or deceptive user-interface designs” to dupe customers into signing up for Prime and made it difficult to cancel.
With the record-breaking settlement, Amazon and its executives did not admit any wrongdoing.