Amazon has launched a new service that allows shoppers to compare prices and buy products on their cellphones via text-messaging.

The service, called TextBuyIt, is designed to let users text the name of a product, its description, its UPC or its ISBN to “Amazon” (262966 on the keypad) and then returning matching items as well as prices. Buyers can instantly purchase their selection by texting back the single-digit identification number next to desired item. Amazon then calls to confirm the order and walk the customer through the checkout process.

Amazon will be facing competitors such as mShopper, which launched a similar mobile shopping service in 2007.