Amazon is moving closer to a world where shopping online is as simple as uttering a word.

Today, the company announced that members of its Prime service can now order "tens of millions" of items with Alexa, Amazon's voice-controlled assistant. Previously, Prime members who own one of four devices with Alexa could do this with things they've purchased in the past or through "Amazon's Choice," a service where the company picks products.

Running out of the house but just remembered you're out of coffee? "Alexa, order Starbucks coffee," Amazon offers as an example. Another: "Alexa, order Charmin toilet paper."

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