Emboldened by a strong response from customers and vendors, Amazon is more than tripling its repertoire of branded Dash Buttons to now summon modern-life essentials from Energizer batteries to Trojan condoms.
Emboldened by a strong response from customers and vendors, Amazon is more than tripling the number of branded Dash Buttons it offers consumers so that they can easily summon modern-life essentials, from Energizer batteries to Trojan condoms.
The Wi-Fi-enabled, Twinkie-shaped gizmos sport a brand logo and a white button that, when pressed, orders a specific item from that brand at Amazon.com’s online store. The idea is for people to place an order the moment they realize they’re running out of one of the humdrum household items that would otherwise be taken care of in the monthly trip to Costco.
Exclusive to members of Amazon’s Prime subscription service, the buttons can be hung on hooks or stuck to a washing machine, a bathroom cabinet or a nightstand. The program, launched a year ago, was expanded to 29 brands in September, including Finish dishwasher detergent, Gatorade beverages and Glad bags.
But customers wanted more variety and more product categories, says Daniel Rausch, the Amazon executive in charge of the Dash program. So on Thursday, as Dash Button turns 1 year old, Amazon is bringing the number of buttons to 106 with a whole new set of well-known brands, including Red Bull, Clorox and Doritos.
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The expansion underscores how Amazon is doubling down on the Dash concept, which has been mocked for its Jetsons-like appearance and for giving the world’s largest online retailer even more real estate in shoppers’ daily lives.
It certainly symbolizes Amazon’s determination to make shopping frictionless, and plays to its tech and retail savoir faire.
“The unique combination of having a device business, a retail business and (cloud-computing capabilities) does help us come through in that powerful way for customers,” Rausch said.
Rausch added that customers have been pushing on these buttons a lot. He said that in the past three months alone, orders have grown more than 75 percent, to the point where “a Dash Button is now pressed more than once a minute.” That means at least 1,440 new orders a day.
For vendors, having their brands displayed in a customer’s home is a boon. “PepsiCo is always looking for new and innovative ways for shoppers to engage with our brands. … The Dash Button was one of those unique opportunities,” David Orr, PepsiCo’s global customer lead, said in a statement.
Dash Buttons are essentially free: They cost $4.99 but come with a $4.99 credit for the first purchase.