Amazon has introduced a feature called “Add to Delivery,” allowing Prime members to add last-minute items to their upcoming orders with one click.
New Feature Simplifies Order Adjustments
The “Add to Delivery” feature, announced last week, helps Prime members avoid going through the checkout process again or incurring additional shipping costs. The company noted common scenarios where users might need to add items, such as paper towels or snacks, shortly after placing an order.
With this feature, customers can find their needed items and simply click the “Add to Delivery” button. Eligible products will show a blue button on their detail page. If users change their minds, they can easily click an “Undo” option to remove the item from their order.
How Amazon is Adapting to Consumer Behavior
According to Amazon, the “Add to Delivery” feature acknowledges that many shoppers often think of needs one at a time. Customers can use the option for deliveries scheduled for later the same day or the next day.
This change reflects a shift in how people shop, focusing on convenience and meeting immediate needs as they arise. The company aims to make the shopping experience seamless with just one tap.
Amazon’s Competitive Landscape
In addition to this new feature, Amazon is also positioned against Walmart, which recently formed a logistics partnership with Wiliot. Amazon has rolled out a new private label line for its grocery business as a direct challenge to Walmart’s dominance.
Amazon Grocery aims to deliver quality products at low prices, often under $5. This approach addresses consumers’ growing sensitivity to pricing, especially as a recent report indicated that nearly 70% of U.S. consumers live paycheck to paycheck.
