A new initiative has launched from Amazon that could change the way UK consumers top on on everyday essentials like coffee, razor blades, pet food and washing powder. The Dash Button – a Wi-Fi connected device – has been introduced to bring Amazon’s popular 1-Click ordering into the home. “When you’re running low, just press the button and an order is placed and fulfilled with Prime’s unlimited One-Day Delivery,” says the ecommerce giant.
Amazon Prime members can buy Dash Buttons from popular brands including Ariel, Gillette, and NESCAFÉ Dolce Gusto. The aim is to offer the ultimate in convenience so households never run out of everyday essentials such as cleaning fluids, pet food, laundry products and loo roll.
Dash Buttons are essentially free after the first press. A Prime member simply buys a Dash Button for £4.99 and then gets £4.99 off the first order. Fulfilment speed is a major part of the Dash Button offer, with Amazon linking the service to its Prime unlimited One-Day Delivery capability. This could significantly drive up the volumes carriers will be delivering for the fast delivery service.
“We’ve all experienced the frustration of running out of something we need—Dash Button and Dash Replenishment Service are designed to make that moment a thing of the past,” said Daniel Rausch, Director of Amazon Dash. “Dash Buttons offer the convenience of 1-Click shopping from anywhere in the home—they can be placed near those frequently used items you don’t want to run out of, and when you see supplies running low, the Dash Button makes it easier than ever to order more. Just press the button and your item is on its way.”
“Teaming up with Amazon to create Amazon Dash Buttons for two of our most popular brands, NERF and PLAY-DOH, gives families the unique opportunity to ensure that the fun never stops even when NERF darts and PLAY-DOH supplies begin to run low,” said Craig Wilkins, Marketing Director for Hasbro UK. “This innovative new way to order makes replenishing these everyday play essentials as easy as pushing a button, offering added speed and convenience to shoppers.”
What can you buy with a Dash Button?
Dash Button is now available with dozens of leading brands, including Air Wick, Andrex, Ariel, Brabantia, Fairy, Finish, Gillette, Huggies, Johnson’s Baby, Kleenex, Listerine, NESCAFÉ Dolce Gusto, Neutrogena, Nicorette, Olay, Pedigree, Philips Sonicare, Rimmel, Vanish, Whiskas, Wilkinson, and more.
How do you set up an Amazon Dash Button?
You can set up the buttons using Amazon’s smartphone app for Android and iOS, connecting to them via Bluetooth or ultrasonics. The buttons stay dormant until pressed, connecting to your home Wi-Fi network and placing an order on the first time they are pressed. The account holder is notified of the order, and can change the quantity or cancel it. Amazon says subsequent presses will be ignored until the item is delivered, preventing duplicates.
What is Amazon Dash Replenishment?
Amazon today also announced availability of Amazon Dash Replenishment Service (DRS). DRS is a cloud-based service that allows device makers to enable their connected devices to automatically reorder physical goods from Amazon using a simple set of APIs—for example, a washing machine that reorders laundry detergent or a printer that reorders ink.
Device makers already working on integrating Dash Replenishment include Bosch and Siemens home appliances, Grundig, Samsung and Whirlpool..
Success of Dash Button in the US
Since launching in the US last year, the Dash Button programme has seen growth, with the number of brands, orders and items available all increasing at a rapid pace. In the last two months, Dash Button orders have increased by 3x and orders via Dash Button take place at a rate of over twice a minute.
The number of Dash Button brands available in the US has also expanded 4x faster in 2016 compared with 2015.
Expert view: This is a step towards Programmatic Commerce
Neil Stewart, CEO at Salmon comments:
The UK launch of Amazon Dash is a clear sign that we are entering a new age of digital shopping, powered by connected devices. This new era of Programmatic Commerce will take shopping through connected devices one step further, with smart devices making purchases automatically on behalf of their owners. For example, a user’s coffee machine will recognise that it is low on beans and re-order the owner’s favourite coffee. Unlike Amazon’s new service which relies on a button being pressed, Programmatic Commerce will allow consumers to enter pre-defined parameters that inform the machine’s purchases, such as their preferred brand or price.
Consumers have already wholeheartedly embraced the convenience and time-saving that digital shopping services bring. The UK launch of Amazon Dash is a clear sign that customers are ready to take this further and embrace Internet of Things-enabled purchasing. Retailers must move quickly to match Amazon and provide the services that consumers want. Those that fail to embrace Programmatic Commerce will be left behind.
- Amazon press office