Amazon just rolled out Add to Delivery, a feature that lets Prime members tack on forgotten items to upcoming orders with a single tap. The update addresses that familiar frustration of placing an order only to remember something else five minutes later - now you can add it without placing a new order or paying extra shipping fees.
Amazon is betting that shopping happens in moments, not sessions. The company's new Add to Delivery feature, launching today for U.S. Prime members, tackles one of e-commerce's most common pain points - that sinking feeling when you realize you forgot something right after hitting 'place order.' Now Prime members can add items to upcoming deliveries with a single tap, no checkout required.
The feature appears as a blue button on product detail pages in the Amazon Shopping app and mobile website. When you tap it, items instantly join your next delivery - whether that's arriving today or tomorrow. There's even an immediate 'undo' option if you change your mind. According to Amazon's announcement, the feature works across Amazon's entire catalog, from pantry staples to electronics to books.
This isn't just about convenience - it's about capturing revenue that would otherwise slip away. Industry data shows that customers frequently abandon potential purchases when faced with additional shipping costs or lengthy checkout processes. By removing these friction points, Amazon positions itself to capture more impulse buys while reducing the operational complexity of multiple small orders.
The timing is strategic. With Prime Big Deal Days approaching and the holiday shopping season ramping up, Amazon wants to make adding items as frictionless as possible. The company has been steadily expanding Prime benefits to justify its $14.99 monthly fee, with this feature joining fast shipping, streaming, and exclusive deals in the membership bundle.
The move also reflects how people actually shop online - in scattered moments throughout the day rather than dedicated shopping sessions. 'Amazon is adapting to how people actually shop: one need at a time, as they arise,' the company stated. This behavioral insight drives much of Amazon's product development, from one-click ordering to voice shopping through Alexa.
For competitors like Walmart and Target, this raises the stakes on last-mile delivery optimization. If customers can seamlessly add items to Amazon orders, it creates stickiness that's hard to replicate without similar logistics infrastructure. Walmart+ members might expect similar functionality, putting pressure on rivals to innovate around delivery consolidation.
