Amazon has introduced a new feature for Prime members, allowing them to add items to existing same-day delivery orders with a single tap, streamlining the shopping experience ahead of major sales events.
Oct 2, 2025
Source:
About Amazon
New Feature Enhances Prime Deliveries
Amazon has rolled out a new feature aimed at increasing convenience for its Prime members: an "Add to today's delivery" button.
This function allows users to add last-minute items to an existing order that is already scheduled for same-day delivery. The move is designed to streamline the shopping process and reduce the number of separate packages sent to a single address.
According to Amazon, the feature is exclusive to Prime members and applies only to eligible items and orders. A customer must act before the delivery cutoff time for their order has passed.
Key Aspects of the Rollout
Prime Member Exclusivity: The feature is a new perk for subscribers of Amazon's Prime service.
Seamless Order Modification: It allows users to tack on additional items without placing a new, separate order.
Enhanced Convenience: The goal is to make shopping more flexible and consolidate deliveries.
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Source:
The Verge
Strategic Timing Ahead of Shopping Events
The launch of the "Add to today's delivery" button is strategically timed just before Amazon's major sales event, Prime Big Deal Days, scheduled for October 7–8, 2025.
This timing suggests Amazon aims to provide added flexibility during a high-traffic shopping period, potentially increasing order values and customer satisfaction. The feature is part of a broader effort by the company to innovate its retail experience and reinforce the value of its Prime membership.
Bolstering the Prime Value Proposition
In recent months, Amazon has emphasized the benefits of Prime, introducing new deals and features. According to retail analysts at Forbes, enhancing membership programs is a key strategy for retaining customers in a competitive market.
This new button adds another layer to the membership's benefits, which already include fast shipping, exclusive deals, and streaming services.
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Source:
TechCrunch
