Merchant Innovation

Amazon’s ‘Dash’ To Connected Commerce

Amazon has launched its own version of the Staple’s Easy Button for buying goods on its marketplace.

Yesterday (March 31), the eCommerce giant rolled out Amazon Dash, the small device that offers consumers the chance to buy products they use frequently at the touch of a button — literally. The little device is aimed at connecting consumers to commerce in an entirely new way, while still helping Amazon go after one of its top goals: driving up their Prime membership.

The Dash Button, or buttons, depending on how many products the customer is looking to order, is an actual device with a specific product attached to each one. They come with adhesive to stick on, or near the product, to remind customers to reorder when they get low. Whether it be a specific laundry detergent or daily coffee pod, the Dash smart button instantly buys the product for that specific button through Amazon’s app that’s connected via Wi-Fi between the button and the smartphone.

Here’s how the service works, according to Amazon: “Dash Replenishment Service (DRS) enables connected devices to order physical goods from Amazon when supplies are running low—like a coffeemaker that orders more coffee beans. By using DRS [a cloud-based service], device makers are able to leverage Amazon’s authentication and payment systems, customer service, and fulfillment network—giving their customers access to Amazon’s low prices, great selection, and reliable delivery.”

Because it’s exclusive to Prime members, that item is then shipped to the consumer in the same manner the Prime member chooses with either one- or two-day delivery. The button is connected to the user’s smartphone through the Amazon app to reorder products as needed. Amazon also sends alerts to the consumer’s phone that can be canceled in the notification should that shopper change their mind. As of March 31, there were 255 items that could be ordered using Dash, which included pet supplies, grocery and gourmet food, healthy and personal care and baby items.


Latest Insights: 

The Which Apps Do They Want Study analyzes survey data collected from 1,045 American consumers to learn how they use merchant apps to enhance in-store shopping experiences, and their interest in downloading more in the future. Our research covered consumers’ usage of in-app features like loyalty and rewards offerings and in-store navigation, helping to assess how merchants can design apps to distinguish themselves from competitors.

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