Amazon users in the US can now order products using Echo, a new voice-controlled ordering feature which is already rolling out, the device is tipped to be launched in Australia next year.

They can order digital music and various physical items from Amazon, as well as place items in their shopping cart or check order status – but the deal requires an Amazon Prime membership.

Separately Amazon has dropped any mention of a “list price”, saying there is just one price. Take it or leave it.

The new approach comes as discounts, both online and offline, have become the subject of dozens of consumer lawsuits in the USA for being much less than they seem.