Amazon’s automated personal shopper — the Dash Button — is celebrating its first anniversary by expanding its available products from big-name brands, making Charmin, Doritos, Energizer, Red Bull, Starbucks, vitimanwater — even Trojan condoms — now easily reordered with the push of a button. The expansion brings the total to more than 100 participating brands in the virtual cupboard for Amazon’s digital Jeeves to deliver.
For Amazon, it’s been a game-changer as it brings e-commerce into the home, evolving from one-click buy-it-now ease to one-push ordering convenience. For brands, it’s a sign that they have achieved ultimate brand loyalty (and edged out rivals) if customers put their branded Dash device in an easily-accessible place.
— Amazon (@amazon) March 31, 2016
“We’re thrilled with the positive response we’ve seen for Dash Buttons—and we heard loud and clear from customers that they wanted more brands, more categories, and more products in the program. We’re excited to now offer over 100 Dash Buttons representing top-name brands across dozens of retail categories and thousands of product options,” stated Daniel Rausch, Director of Amazon Dash. “Prime members are using Dash Buttons at an increasing rate—over the last three months, Dash Button orders have grown by more than 75%. Customers are using Dash Buttons more than once a minute, helping ensure they never run out of their everyday essentials.”
The first-year statistics show how loyal Amazon Prime subscribers are to Dash brands. Snacks, beverages, batteries and office products purchases have proven the most popular categories of Dash Buttons, which cost $4.99 each (free for the first use) exclusively to Amazon Prime members.
“The whole purpose of these cute Wi-Fi-connected order automators is to keep you locked within Amazon’s shopping empire, erecting walls of convenience that prevent customers from buying their coffee or condoms elsewhere,” notes The Verge, which gives a thumbs up to the Trojan Dash button as “a really smart idea.”
Participating brands are ready to have their buttons pushed. “PepsiCo is always looking for new and innovative ways for shoppers to engage with our brands,” stated David Orr, the company’s Global Customer Lead. “We have been very pleased with shopper feedback and engagement since the launch and look forward to expanded learnings moving forward.”
“Throughout the brand’s 100-year history, Trojan has always been a leader and innovator in sexual health,” commented Bruce Weiss, the brand’s Vice President of Marketing. “We’re excited to work with Amazon to deliver Trojan™ condoms right to our consumer’s door with the push of a button. The Amazon Dash Button for Trojan further ensures our consumers are always prepared.”
Amazon enhanced the service (which launched with 18 brands and 250 products, such as Brother printers and GE washers) in January by introducing the Amazon Dash Replenishment Service to automatically reorder everyday essential items and send the user a notification.
Adweek noted at launch, “No effort required, and if Amazon CEO Jeff Bezos gets his way with drones, very little human energy will be spent on delivering such items to your home. A new commercial world is emerging, indeed.”
And as Bill Chidley, co-founder and partner of ChangeUp, wrote here of Dash’s leapfrogging the shopping list a year ago, “The Dash Button’s Internet of Things bolt-on ease threatens to destroy the first moment of truth and the path-to-purchase as we know it, merging the home and the store shelf and switching more power to the CPG brands. It makes the shopping list and the store irrelevant for consumables purchases.”
Commenting on today’s news of more than 100 brands’ products in the Dash network, Chidley added: “Shoppers will judge the legitimacy and utility of the Dash Button based on a test of reasonableness: ‘How often do I buy this? How many day’s supply is adequate? What is the risk associated with running out? How ‘green’ do I feel having potentially one item shipped to me, like a box of Slim Jims or breath mints that I can buy virtually anywhere?'”
In short, Chidley adds, “Consumers will start feeling overwhelmed with the buttons everywhere—to the point where SNL could do a parody.”
The new branded Amazon Dash Buttons:
Ageless La Cure, Air Wick, Airborne, all Laundry Detergent, Angel Soft, Aquaphor, Arm & Hammer Cat Litter, Blue Sky, Brawny, Brita, Burt’s Bees, Caleb’s Kola, Carefree Feminine Liners, Charmin, Clorox, Dasani, David Sunflower Seeds, Derwent, Doritos, Downy, Eagle Pack, Energizer, Gain, Garnier SkinActive, Green Works, Hansen’s Soda, Holistic Select, Honest Kids, Honest Tea, Hunt’s Tomatoes, Illy Bottled Coffee, Illy Coffee, Jolie Paris, La Roche-Posay, L’il Critters Vitamins, Litter Genie, L’Oréal Paris Revitalift, Lysol, MegaRed, Milk Baby by Milk & Co, Milk by Klim by Milk & Co (men’s line), Move Free Joint Health, Mucinex, Nature Valley, Near East, O.N.E. Coconut Water, Ocean Spray PACt, Old Mother Hubbard, Orville Redenbacher’s Gourmet Popping Corn, OxiClean, Peet’s Coffee, Playtex Sport Tampons, Pure Leaf Iced Tea, Purina Beyond, Quaker, Quartet, Quest Nutrition, Rayovac, Red Bull, Rid-X Septic Treatment, Schick razors, Schiff Glucosamine, Seventh Generation, Slim Jim, Snuggle, Solid Gold Pet Food, Stacy’s Pita Chips, Starbucks Doubleshot Coffee, Stayfree Feminine Pads, Trojan condoms, Vanity Fair Napkins, Vichy, vita fusion, Vitamin Water, Wilson Jones, Wisk Deep Clean Laundry Detergent, ZICO Pure Coconut Water
Previous Dash Button items:
Amazon Elements, Bounty, Clorox wipes, Cottonelle, Depend, Digestive Advantage Probiotic Supplements, Dixie tableware products, Finish Dishwashing Detergent, Gatorade, Gerber Formula, Gillette, Glad trash bags, Greenies, Hefty Trash and Storage Bags, Huggies, IceBreakers, Izze, Kraft Mac & Cheese, Lärabar, Maxwell House, Mrs. Meyer’s Clean Day, Olay, Orbit Gum, Optimum Nutrition Gold Standard 100% Whey Protein, Purell, Smartwater, Tide, Wellness pet food, Whirlpool Smart Dishwasher, Ziploc