Shoppers who, like us, see something in a store they want but wait to buy it because it's probably cheaper on Amazon - and then forget about it by the time they get home - will be pretty excited about the new service the online giant launched yesterday.

Called TextBuyIt, the service lets you text the product name, description, UPC or ISBN to "AMAZON." If it's available from Amazon, you'll get a return message that lets you choose to either get more info or buy it right then and there.

According to the AP, when questioned about whether TextBuyIt is the e-tailer's way of "poaching customers browsing at bookstores or big-box electronics retailers," Amazon mobile payments director Howard Gefen "would not directly answer."

Can't say we blame him.