Amazon TextBuyIt, which launched late Tuesday, lets people text the name of a product, its description or its UPC or ISBN to 262966 (that is Amazon on the keypad) from anywhere their cell phones work — including from inside physical stores.

If Amazon stocks matching items, the service returns two results at a time. Shoppers can immediately buy one of the first two the selections by texting back the number 1  or 2 or they can ask for more by texting the letter M.