Amazon’s Dash button that debuted on March 31, 2015, may have gotten off to a slow start, but two years later, Dash, which is a thumb-sized device that lets consumers reorder paper towels, laundry detergent and toilet paper by pressing a button, is one of the fastest growing services for the eCommerce giant.
According to a report in Fortune Magazine, orders via Dash Buttons are placed greater than four times per minute, which compares to one order per minute just a year ago. That amounts to roughly 5,760 orders each day, according to Fortune, noting that when taken in respect to Amazon’s overall sales, it’s a tiny sliver.
Amazon handles hundreds of orders a second and earned $136 billion in sales last year. Slice Intelligence, the retail data firm, found in July of 2016 that there was a 650 percent increase in the number of Dash orders compared to the year earlier.
In an interview with Fortune, Amazon said a lot of brands — including Folgers Coffee, Peet’s Coffee, Pepperidge Farm, and Ziploc — are seeing greater than half of their Amazon orders come from Dash Button devices, with household items particularly popular.
Amazon said since the launch of Dash, customers have placed millions of orders using the device. On Tuesday (April 25) Amazon told Fortune that Listerine, Tylenol, Pepsi, Tropicana and Calvin Klein are among the new brands creating Dash Buttons. Calvin Klein is the first brand to start selling clothes via Dash buttons, noted the report.
Dash Buttons are available to Prime members for $4.99 each, but end up being free, because members receive a $4.99 credit to their Amazon account after the first order through a Dash Button. The buttons are connected to Wi-Fi, and customers have to select what product they want to apply it to for reorders.