Amazon Expands Roster of Dash Buy Buttons

The Dash buttons, and the easy click-based commerce that comes with them, are growing fast. Amazon has reported seeing “exponential growth” with Dash — and it plans to keep on growing it to match consumer demand. As of Monday, Amazon had released 60 new Dash buttons on to the market — bringing the total number over 200.

The newest buttons include Joola ping-pong balls, Meow Mix, Airheads, Cheez-It, Folgers, PoopBags and Pop-Tarts.

“I’m interested in growing selection in every area we can,” Daniel Rausch, director of Amazon Dash, said in an interview, adding that he’d like to grow the assortment both in the most popular Dash categories and some weird Dash categories like the button that allows consumers to order replacement oddball products like Nerf gun foam darts.

More than expanding the collection of Dash buttons — which it does fairly often — Amazon also gave the world a rare glimpse at its internal data to highlight just how popular the Dash is becoming. According to internal reports,  Dash orders have increased by more than five times in the last year.

Moreover, Dash buttons are changing how consumers typically buy some things online. About half of all orders for products like Bounty, Hefty and Peet’s Coffee now come through Dash buttons. Rausch added that the average Dash user now has over three buttons in his or her home.

Overall sales and use? Not so much, Amazon wasn’t being that open. Does Dash make a difference to Amazon’s revenue? Also no word.

The last big increase to the Dash catalogue came in June, with the addition of Play-Doh, Campbell’s Soup and D’Addario guitar strings. Amazon Prime members essentially get their Dash buttons for free. Customers have to pay $4.99 for the buttons — but are reimbursed after their first use.


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