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October 6, 2025
Does Amazon’s ‘Add to Delivery’ Button Add Much?
Amazon has added a new feature, “Add to Delivery,” that lets users add other select items to a previous order in the lag between when an order is made and shipped.
In explaining the feature, Amazon said, “We’ve all been there. You place an Amazon order, then realize there’s something else you need—paper towels, cat treats, that book you meant to grab, a birthday card, or your favorite snacks. Maybe it’s five minutes later. Maybe five hours. Either way, you’d like it delivered with your next order. Now, you can do just that.”
“Introducing Add to Delivery, a new feature that makes it incredibly simple to add items to an upcoming delivery with just one tap. No need to go through checkout again, and no added shipping fees. Just find what you need, tap the ‘Add to Delivery’ button, and your item will be added to your upcoming delivery automatically,” the company added.
The option is exclusive to Prime members with no additional fees, although it’s only available on the Amazon Shopping app or Amazon.com on mobile devices. Eligible items show a blue “Add to Delivery” button on their product detail page and include “everything from pantry staples, to pet toys, electronics, clothing, books, and more.”
The big benefit to consumers appears to be time saved in having to create new orders, as well as tracking separate orders. Amazon stated, “With this feature, Amazon is adapting to how people actually shop: one need at a time, as they arise. 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.”
Amazon Joins Walmart and Target in Offering Add to Delivery or Pickup Options
Walmart and Target also offer the option to add items to orders set for pickup and same-day delivery within a certain time slot, although Amazon’s new feature represents a more simplified one-click solution. Combining deliveries also saves boxes and last-mile trips to offer a sustainability benefit.
The new feature comes as Amazon, in June, said it was bringing same- or next-day delivery to more than 4,000 smaller cities and towns across the country “for the first time” by the end of this year — and in August announced it would be offering same-day delivery of perishables to over 2,300 cities and towns across the U.S. by the end of 2025.
Technology writer Bill Thompson wrote for findarticles.com, “Add to Delivery eliminates a small but persistent online shopping headache. By reducing forgetfulness to a single tap instead of a second order, Amazon tightens the loop between discovery and delivery — and makes good on its long-stated pledge to ship smarter, not just faster.”
Discussion Questions
How appealing will “Add to Delivery” be for Amazon Prime users?
Does the feature provide a competitive advantage for Amazon or can it be easily replicated?
Poll
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This is a small, functional addition, but it reflects an understanding that forcing users to start a new order from scratch when one has already been placed creates unnecessary friction. In turn, this friction reduces conversion and spend. With the scale of the Amazon business, even fractional gains add up to a lot of dollars. Not only is this commercially savvy it also shows Amazon’s continuous improvement and detail-oriented mentality.
This new feature will help Amazon addicts save time and deepen our loyalty. Since we aren’t in-store and strolling every aisle, we might think of new cross-category items after we’ve placed an order. This feature solves that pain point.
By reducing the friction of having to go through the checkout process again, Amazon will likely gain new incremental sales.
If even if only as many as 10%-20% of customers forget an item after ordering, there’s good upside for incremental sales in solving this.
Each time customers successfully use “Add to Delivery,” they’re reinforcing a mental model where Amazon = frictionless. This trains customers to default to Amazon for any immediate need, rather than building a deliberate shopping list.
Yes. Me at Walmart: Strolling every grocery aisle with care and a methodical shopping list in hand. Me at Amazon: Random as heck, even on Prime Big Deals Day. Both retailers get lots of my money but now Amazon’s going to get even more by removing an obstacle that would otherwise make me pause and reconsider.
This seems like a win-win. Shoppers get convenience and flexibility, while Amazon can increase order size without adding friction to the experience.
U.S. Prime customers can enjoy the added time savings and frictionless nature of the single-tap “Add to Delivery” button, as well as the associated reduction in cartons and deliveries. For Amazon, it fuels impulsive purchases, increases basket size, and improves logistics costs while enhancing the value of Prime membership. Although Target and Walmart also have similar capabilities, their solutions are not as intuitive or as seamlessly integrated into the user interface. Amazon’s customer strategy is remarkably straightforward: utilize technology to eliminate any friction that prevents customers from purchasing what they want on its platform.
The “Add to Delivery” button is an example of Amazon’s ongoing effort to find small, yet impactful, ways to optimize the customer experience and, in turn, drive its business goals.
Taking the long view: when consumers fully delegate purchasing—from discovery through checkout—to AI agents, Amazon’s friction-elimination becomes a liability. Features designed to keep humans in the Amazon ecosystem become irrelevant when agents make decisions in milliseconds across all platforms simultaneously. The “one-tap” advantage disappears when agents execute zero-tap purchases.
There is a version of this for Non Prime members… who are able to add add’l items to the order for up to 24 hrs, and not pay shipping fees.
My guess is this will widen to all devices.
“The option is exclusive to Prime members with no additional fees, although it’s only available on the Amazon Shopping app or Amazon.com on mobile devices”
It may be a small thing, but Amazon obviously listened their customers and creating a more frictionless process definitely builds loyalty to the company.
This customer-centric feature addition (who hasn’t forgotten something on their just placed order?) also provides Amazon upside to efficiency and cost improvements. A win-win. Yet another way of making things easier for customers.
Smart idea! How many times have you placed an order for something and then remembered the item you forgot. This will add incremental sales to orders by making it easier to add that item right away, instead of waiting for next time or starting a new order.
It is an added convenience. Always a positive. It will start a trend without a doubt.
I’m not sure this feature will add significant value to Amazon members as they already have a seamless one click check out and free delivery. The real benefit is cost protection to Amazon–Prime users (focus group of one-aka, me) often check out and remember another item they need; however, they can easily just search and click with another free delivery option. If Amazon can save a separate shipment, they cut down on expenses exponentially. Honestly, the fresh food options that they offer on the did you forget/add to delivery page seemed self-serving to me at first.
Isn’t Amazon doing that already? When I make multiple orders separately, they often come together. In any case, it is a convenient addition that many will take advantage of.
For Prime members, the “Add to Delivery” feature makes their subscription more practical and fits naturally into their shopping habits. They can add something they forgot without placing a new order or paying extra, which saves time and effort. This kind of everyday convenience can make the Prime membership feel more valuable and may even attract new users who see the benefit of flexible shopping and delivery.
From a retail point of view, the feature shows how Amazon is rethinking the shopping cycle. Instead of separate purchases, it turns buying into a continuous flow where customers stay engaged for longer. Fewer shipments mean lower costs, less packaging, and more efficient delivery routes. It also helps Amazon capture smaller, unplanned purchases that might otherwise go to physical stores. In the long run, this move strengthens Prime’s position not just as a subscription, but as a preferred way to shop.
It works for UberEats, there’s no reason why it wouldn’t for Amazon. Although it’s not so much a competitive advantage as a tool for upselling. The intent is already there. Can’t remember the number of times where I’ve forgotten to add something to an order I’ve already placed.