Online retail giant Amazon (NSDQ: AMZN) has launched a new text comparison and shopping service that could lure more customers to the site and away from physical stores, the AP reports. The new application, TextBuyIt, rolled out late Tuesday will let people price check any item against Amazon stock by sending an SMS of the name of the product, its description or its UPC or ISBN to short code 262966 (which spells Amazon). If Amazon carries the item, people can buy the item immediately by texting back the number of the result; for more information they text the letter “M”. Customers must have an existing online account with Amazon, and will be prompted to enter their e-mail and their shipping zip code. An automated voice system takes over once the details are entered and helps shoppers complete their purchase. Once they are done, the system sends them out a confirmation by text and email. Amazon’s director of mobile payments Howard Gefen downplayed the notion that Amazon would steal customers shopping at physical stores, saying it was a “great experience…wherever they happen to be.”