Amazon.com is planning to let competing retailers integrate with its mobile app, as part of a broader effort to power more shopping outside its digital walls, according to a person briefed by the company, The Information reports.

The service, which Amazon is calling “place cards,” would let a consumer click on an email from a store that takes them to an app page that would look like the store’s app. But it would be actually part of Amazon’s app.

Without this capability, consumers would click through to a mobile web page which is often slower to load and has clunkier check-out options.