The smartest thing Amazon.com ever did – and the reason it’s such an Internet juggernaut now – was making the site not only a place to buy and sell products, but attain information. Nowadays, people commonly head to Amazon just to learn more about products, read customer reviews and compare prices. And with its newest feature, Textbuyit™, Amazon is both playing up its usefulness as price-checking tool and opening up an entirely new sales portal.
Amazon Textbuyit allows cell-phone users to find products and pricing, and even buy items from Amazon.com - all through text messaging. The service is free (other than standard messaging fees) and anyone can use it by simply sending a text message to 262966 (AMAZON). Here’s how it works: a user messages keywords related to a product (for example - looking for pricing on the book “Pistol: The Life of Pete Maravich”, I sent a message that said “pistol: maravich”) and, about a minute later, the sender receives a text message with two numbered items and prices. From there, the user can text “m” for more results, the item number followed by “d” for more details (including whether the item’s in stock and its average Amazon star rating) or text back the number of the item (either 1 or 2) to purchase it. If a person chooses to buy an item, the individual will immediately receive a call on his or her cell phone to confirm the order.
Along with the ability to buy items via text message (the main reason Amazon offers the service), Textbuyit gives people a handy way to compare prices. Since Amazon.com usually has some of the lowest prices around, it’s common practice for many people to do a quick Amazon search before buying anything. Textbuyit enables people to do such price checks from inside book stores, music stores or electronics stores – without actually making a phone call or pulling out a laptop. And if a person finds an item is cheaper on Amazon, they can order it instantly. Amazon charges no additional fees for ordering via text, but users should be aware that Amazon’s text price quotes don’t include shipping and handling (though items over $25 generally ship free).
The new cell phone service is an innovative idea from a Web retailer that is distinct in both its everyday usefulness, and its interest in expanding its usefulness (if in a manner designed to boost sales). Along with this new service, Amazon also recently partnered with TiVo to enable individuals to shop through their TV sets. Writing about inventions and new technologies, Amazon seems to pop up in articles over and over again - and that’s no coincidence. With computers, TVs and cell phones in the bag, all Amazon needs is iPods to hit consumers from every angle. At a time when many traditional retailers remain reluctant or clumsy in their efforts to use technology to drive sales, Amazon has done so fearlessly and aggressively. Best of all, the site and its related services are actually useful to consumers. Other sales-driven Web sites should take note.
Individuals interested in using Amazon Textbuyit can access the service anytime by texting a product name or keyword to 262966.
