Just read this post on TechCrunch talking about Amazon TextBuyIt. There's 2 things interesting to me about this:
1) Is this product a result of the TextPayMe acquisition?
2) This has some very interesting implications. Amazon can now be located in any storefront, and if it becomes easy enough, it could detract from the value of traditional brick and mortar stores. I could be at Best Buy trying out an MP3 player, decide that I like it (the benefit of physical interaction), text Amazon, and buy it, all from within the Best Buy store. Best Buy paid the cost of the physical interaction (employee, store, inventory costs), but Amazon was able to score the sale.
And the obvious first upgrade: Snap a picture of the ISBN/UPC code with a camera phone and send it via picture message to Amazon.