Amazon Introduces ’Add to Delivery’ Feature for Prime Members, Potentially Impacting E-Commerce Dynamics
Amazon has unveiled a new Prime benefit called 'Add to Delivery,' allowing U.S. Prime members to seamlessly include additional items in upcoming orders with a single tap. The feature, available on the Amazon Shopping app and mobile website, addresses a common pain point for frequent shoppers who often realize they need supplementary items shortly after placing an order.
This innovation could significantly enhance Amazon's e-commerce performance by capitalizing on existing customer behavior. Research indicates most U.S. online shoppers begin product searches on Amazon, making this frictionless addition feature a potential revenue driver. The timing aligns with Amazon's continued dominance in fast delivery services, though the announcement had minimal impact on Amazon's stock (AMZN -0.61%).
