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

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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.

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