Amazon’s Dash button was first launched in the US in 2015. Now, a year and a half on, the Dash button is changing the way consumers are shopping, making their purchases more effective.
The fob shaped buttons are branded specific and were designed to be located around the home to act as a visual reminder. The consumer presses the Wi-Fi enabled button to quickly re-order commonly used products.
Amazon Dash began with 40 different branded buttons, but has since extended to include over 200 different Dash buttons. Such brands include a mixture of big food and beverage companies like Coca Cola and Nescafe, and smaller brands like Biona Organic and Krave Jerky.
In October 2016, the company revealed that orders from Dash buttons were up over fivefold in the last year.
Director of Amazon Dash Daniel Rausch said of the rise: “We’re thrilled to see more and more Prime members experiencing the convenience of Dash Button and restocking their everyday essentials with a simple press of a button – from toilet paper to coffee and dish soap to snacks. As a result, we’re seeing exponential growth for the program and orders increased over 5x in the last year.”
Brandi Pitts, Head of eCommerce at Reynolds Consumer Products added: “Customers never want to reach for a new trash bag and find out the box is empty – with Dash Button, we’re helping ensure our customers never go through that dreaded moment.
“The program has been so successful that for some of our products, orders via Dash Button for Hefty now occur more often than orders on the Amazon.com website.”
Amazon’s Dash buttons are offering an original method of shopping to busy consumers. While it is not a perfect solution for all brands, their increasing popularity shows that consumers want ultimate convenience. With the rise of internet shopping, online ordering and now Dash buttons, supermarkets are going to have to up their game if they are to remain relevant.
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