Across all categories of products – from toys to consumer electronics – customers can use the app to scan a barcode, snap a picture, or say or type a product name to receive instant prices for that item from Amazon.com and other online merchants.

Assuming the online price is more competitive, customers may then purchase the item online, with one-click, and have it delivered directly to their doorstep.

“This app makes it incredibly easy to quickly compare prices on millions of items before making a purchase,” said Sam Hall, director of Amazon Mobile. “We’ve worked hard to have low prices at Amazon, and we like it when customers comparison shop so they know they’re getting a good deal. We hope this app will empower customers to shop with confidence this holiday and any other day.”

Using Price Check by Amazon is fast and simple. In just a few seconds, a barcode or photo can be scanned and matched with that item online. This application could be a serious competition killer for Amazon, which buys in such quantity that it’s often able to undercut the competition. When price is the main issue at stake, this application gives consumers the power to find the best deals quickly and easily.

Price Check by Amazon includes prices on millions of products – from books to HDTVs to baby strollers – from Amazon.com and other online merchants. The app also includes access to Amazon’s customer reviews; sharing via Twitter, Facebook, text message or e-mail link; and immediate purchasing using 1-Click ordering and Amazon Prime.

The Price Check by Amazon App for iPhone is available for free on the iPhone App Store at www.itunes.com/appstore.