Amazon launches one-tap delivery feature for Prime members

Amazon announced Add to Delivery on October 2, 2025, a shopping feature enabling Prime members to include additional items in upcoming orders without creating new transactions. The feature operates through the Amazon Shopping app and Amazon.com on mobile devices.

The service addresses a common shopping scenario where customers remember needed items after placing an order. "With a single tap, members can instantly add eligible items from across Amazon—everything from pantry staples, to pet toys, electronics, clothing, books, and more—to upcoming deliveries," states the announcement.

Add to Delivery displays a blue button on product detail pages for eligible items. When users tap this button, the system immediately adds the product to an upcoming delivery scheduled for later that day or the following day. The feature includes an "Undo" option for immediate removal if customers change their mind.

The technical implementation eliminates repeated checkout processes and additional shipping fees. Items added through this feature join existing orders already in the fulfillment pipeline. This differs from traditional e-commerce workflows that require separate transactions for each shopping session.

The feature targets delivery windows within 24-48 hours of the time customers browse products. According to the announcement materials, "If we can still add to your delivery that's arriving later today or tomorrow, you'll see the Add to Delivery option as you shop, and with one tap you'll be done."

Product eligibility varies based on fulfillment logistics and delivery timing. The system determines in real-time whether specific items can join existing shipments based on warehouse locations, inventory availability, and transportation routes already scheduled.

The feature operates exclusively for U.S. Prime members. Prime membership costs $14.99 monthly or $139 annually, with a 30-day trial available for eligible customers. The service adds to existing Prime benefits including fast delivery, streaming content, and exclusive savings programs.

Add to Delivery represents Amazon's approach to reducing friction in the shopping process. The company describes the feature as "adapting to how people actually shop: one need at a time, as they arise." This contrasts with traditional e-commerce models that assume customers complete all purchasing decisions during a single browsing session.

The timing of the announcement precedes Prime Big Deal Days, scheduled for October 7-8, 2025. That promotional event features limited-time offers and seasonal discounts for Prime members. The combination of Add to Delivery with promotional periods creates opportunities for customers to consolidate purchases without missing time-sensitive deals.

Amazon has steadily expanded its Prime membership value proposition throughout 2025. Prime Day 2025 extended to four days from July 8-11, marking the first expansion beyond the traditional 48-hour format. The event achieved record sales, with independent sellers reporting their strongest performance since joining the platform.

The company has simultaneously developed its delivery infrastructure. Amazon expanded grocery delivery to over 1,000 cities through its Same-Day Delivery service in August 2025, with plans to reach 2,300 locations by year's end. That expansion introduced thousands of perishable food items into existing logistics networks, allowing customers to order produce, dairy, and frozen foods alongside household essentials.

For the marketing community, Add to Delivery has implications for retail media strategies and conversion optimization. The feature reduces cart abandonment scenarios where customers delay purchases to consolidate orders. This affects attribution modeling, as purchases may occur hours or days after initial product discovery.

The timing flexibility changes how brands should consider promotional windows. Products added to deliveries several hours after the initial order may experience different conversion patterns compared to immediate purchases. Advertisers running time-sensitive campaigns need to account for this delayed conversion window when measuring campaign effectiveness.

The feature also affects inventory management and fulfillment predictions. Items added late to existing orders create variability in final order composition, requiring dynamic inventory allocation across fulfillment centers. This has implications for sponsored product campaigns, as inventory availability becomes more fluid when customers can add items up until shipment preparation.

Amazon's logistics network processes millions of daily orders across hundreds of fulfillment centers. Add to Delivery requires real-time coordination between inventory systems, warehouse operations, and transportation routing to determine which items can feasibly join existing shipments without delaying delivery times.

The system must calculate whether a specific product stored in a particular fulfillment center can reach the appropriate sortation facility before an existing order departs for its delivery route. This involves processing multiple variables: current warehouse workload, item picking time, inter-facility transit schedules, and final delivery vehicle capacity.

Prime members serve as Amazon's most valuable customer segment. The company reported serving over 200 million paid Prime members globally. These subscribers generate higher average order values and purchase frequency compared to non-Prime customers.

Add to Delivery exclusively targets this segment, providing additional utility that justifies the subscription cost. The feature joins other recent Prime enhancements, including interactive betting integration for NBA streaming announced September 30, 2025, and Alexa+ conversational AI capabilities unveiled throughout 2025.

The feature represents ongoing efforts to increase Prime membership retention. As Amazon faces competition from other e-commerce platforms and retail delivery services, distinctive features like Add to Delivery create switching costs for subscribers who have integrated these capabilities into their shopping routines.

From a technical perspective, the implementation requires integration between Amazon's customer-facing applications, order management systems, warehouse management software, and transportation planning tools. The blue "Add to Delivery" button appears only when these interconnected systems confirm feasibility.

The mobile-first approach reflects shopping behavior patterns. According to industry data, mobile devices account for the majority of e-commerce browsing sessions, though desktop maintains higher conversion rates for certain product categories. By limiting Add to Delivery to mobile devices initially, Amazon focuses development resources on the platforms where customers most frequently remember forgotten items.

The announcement timing positions the feature ahead of the fourth-quarter holiday shopping period, when order volumes surge and customers place multiple orders within short timeframes. This seasonal context suggests Amazon expects Add to Delivery to see highest utilization during peak shopping periods when customers make frequent purchases.

Product categories eligible for Add to Delivery span Amazon's full catalog, from everyday consumables to electronics and apparel. This broad eligibility distinguishes the feature from services limited to specific product types or price ranges.

The absence of additional fees for using Add to Delivery aligns with Amazon's strategy of making Prime membership appear more valuable through included services. While the feature reduces operational efficiency by modifying orders already in fulfillment, Amazon absorbs these costs rather than passing them to customers.

The feature's impact on conversion rates remains to be measured. By reducing friction for last-minute additions, Add to Delivery may increase total items per order. However, it could also encourage customers to place initial orders more quickly, knowing they can easily add forgotten items later.

For retail media buyers, this behavioral shift affects bidding strategies and budget allocation. If customers browse products hours after initial orders with intent to add items, sponsored product campaigns may see conversion events distributed across longer timeframes rather than concentrated in immediate post-impression windows.

The technical requirements for Add to Delivery demonstrate Amazon's logistical capabilities. Determining in real-time whether a product can join an order already in fulfillment requires millisecond-level processing of complex supply chain data across geographically distributed systems.

Timeline

• July 8-11, 2025: Amazon Prime Day 2025 extends to four days for first time, achieving record sales
• August 13, 2025: Amazon expands grocery delivery to 1,000+ cities with same-day service
• August 31, 2025: Amazon unveils Alexa+ with natural conversation capabilities for Prime members
• September 30, 2025: Prime Video launches interactive betting and AI features for NBA coverage
• October 2, 2025: Amazon announces Add to Delivery feature for Prime members
• October 7-8, 2025: Prime Big Deal Days scheduled with limited-time seasonal offers

Summary

Who: Amazon Prime members in the United States using the Amazon Shopping app or Amazon.com on mobile devices can access Add to Delivery. The feature was developed by Amazon and announced by Amazon Staff.

What: Add to Delivery allows Prime members to add eligible items to upcoming deliveries with a single tap, without creating new orders or paying additional shipping fees. The feature displays a blue button on product detail pages and immediately adds items to deliveries arriving later that day or tomorrow. Eligible products span all categories including pantry staples, electronics, clothing, books, pet supplies, and household items.

When: Amazon announced Add to Delivery on October 2, 2025. The feature became available to Prime members immediately following the announcement, timed ahead of Prime Big Deal Days on October 7-8, 2025.

Where: The feature operates exclusively in the United States through the Amazon Shopping app and Amazon.com on mobile devices. Items must be eligible based on fulfillment logistics, with availability determined by warehouse locations, inventory, and scheduled delivery routes.

Why: The feature addresses situations where customers remember needed items after placing orders, reducing the need for separate transactions and additional shipping arrangements. Add to Delivery increases Prime membership value by adapting to natural shopping behaviors where customers think of purchases incrementally rather than completing all decisions in a single session. The feature benefits Amazon by potentially increasing items per order while reducing customer friction during the shopping process.