Amazon is rolling out 1-click purchases via Prime videos (AMZN)

This story was delivered to BI Intelligence "E-Commerce Briefing" subscribers. To learn more and subscribe, please click here.Amazon has partnered with Japanese entertainment company, Yoshimoto Kogyo, to create a series of videos that showcase Japanese cuisine, while letting viewers make 1-Click purchases for products seen in the shows,reports Nikkei.Viewers will be able to purchase products seen in the cuisine-inspired videos by clicking on the 1-Click icon as it appears in the video. The series will consist of four episodes that are approximately 40 minutes in length, and will only be available to Amazon Prime subscribers.The videos will be available to Prime members in Japan, as well as other, unspecified foreign countries. Prime members in these designated countries will be able to buy products utilized in the videos through a single click. The viewers must have their payment information and delivery information pre-entered in their accounts in order to use the 1-Click feature. This is not the first time Amazon has partnered with Yoshimoto, as the two companies recently teamed up to create a variety show series for Prime Video.The 1-Click feature will ease the checkout process, while also boosting consumer confidence. The 1-Click buy button will streamline the purchasing process, and could even decrease shopping cart abandonments among Amazon shoppers. In fact, 39% of shopping cart abandonments in the US are attributed to lengthy or complicated checkout pages, which ask for shipping addresses and payment information.Having this information pre-entered as part of the 1-Click feature could mitigate this issue. Consumers may also feel more confident in products before purchasing them, as 73% of US adults are more likely to make an online purchase after watching a product description video. If successful, Amazon may look to roll out 1-Click purchases in other original Prime Video content.To receive stories like this one directly to your inbox every morning, sign up for the E-Commerce Briefing newsletter.Click here to learn more about how you can gain risk-free access today.Join the conversation about this story
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