Amazon is rolling out a new “Add to Delivery” feature that lets U.S. Prime members insert additional items into already placed but undelivered orders with a single tap, avoiding the need to start a new transaction. The option appears as a blue button on eligible product pages in the Amazon mobile app or mobile website, and users can undo the action instantly if clicked in error. According to reports, there are no extra shipping charges for doing so, and Amazon says it’s designed to match how people shop — often remembering things after hitting “Place Order.” Since launch, the function has already been used tens of millions of times. Additionally, Amazon officially describes the feature in a press release, noting it supports categories such as pantry, electronics, books, clothing, and more across eligible items — with the blue “Add to Delivery” UI replacing or supplementing “Buy Now” under certain conditions. Retail Dive reported that Amazon began rolling out the feature in August and that the company claims more than 50 million uses so far.
Sources: Amazon, Retail Dive
Key Takeaways
– Prime members in the U.S. can now add eligible items to upcoming deliveries without creating a new order or paying extra shipping.
– The blue “Add to Delivery” button appears in mobile views when timing allows (today or tomorrow), with an “Undo” available immediately if misclicked.
– Amazon says the feature has already seen tens of millions of uses and was rolled out gradually starting in August.
In-Depth
One thing that’s always frustrated shoppers is realizing they forgot something after placing an order — maybe a household staple, a small add-on, or a last-minute gift. Rather than making you re-order and coordinate delivery times, Amazon’s new “Add to Delivery” feature now lets Prime members insert eligible items into their upcoming deliveries without starting a fresh order or paying more for shipping.
The feature surfaces as a bright blue “Add to Delivery” button on product pages in the Amazon Shopping app or when using Amazon.com on a mobile device. If the system determines that it’s still possible to tack the item onto your upcoming delivery (typically later that same day or the next), the button will replace or sit below “Add to Cart” or “Buy Now” in some cases. Tap it, and your item is seamlessly added to the delivery queue. Mistakes happen, so there’s an “Undo” option right away to remove the item if clicked in error.
Amazon’s press materials say that this functionality applies broadly across categories — pantry staples, electronics, books, clothing, pet supplies, and so on, so long as the item is among those deemed “eligible.” The goal is clear: let you shop how you naturally do, remembering things as they come to mind, rather than forcing you into rigid, multi-item checkout flows.
From internal performance data, Amazon claims the feature has already been used tens of millions of times since its partial rollout began in August. That suggests strong consumer uptake and interest. Meanwhile, analysts compare Amazon’s move to similar “edit your order” features by other retailers like Walmart or Target, but note that Amazon’s execution is smoother — no multi-step checkout, just one tap.
For Amazon, this is more than just a convenience play. It reinforces Prime’s value proposition and further ingrains habitual shopping behavior. Once users grow accustomed to adding things mid-order, they may order more frequently, catch more impulse buys, or simply prefer Amazon for its frictionless experience. It’s a little nudge toward more frequent micro-orders rather than big, planned carts.
That said, limitations remain. It only works on mobile interfaces (app or mobile web), only for U.S. Prime members, and only on eligible items when timing allows. There’s also no additional shipping cost, so Amazon must absorb or re-optimize logistics cost. But the strategic upside is clear: by making it easier to keep purchasing without friction, Amazon strengthens its competitive moat.