In an effort to satisfy impulse-shoppers, retail giant Amazon announced the new Amazon Dash Button, a gadget that enables consumers to instantly order popular products for home and kitchen.
Consumers can simply press a physical button at home to immediately order items such as detergent, toilet paper, coffee pods and many more. It’s a small oval-shaped device with a circular button, and a logo displaying a frequently-used and used-up product that consumers need supplies of on a regular basis. Each Dash Button is tied to a particular household brand, such as Tide detergent, Huggies diapers or Bounty paper towels. The moment consumers realize they are low on those products they can immediately place a new order.
As of now, there are almost 254 products available through the dash button that includes toilet paper, diapers, razors, trash bags, clearing supplies, baby formula and makeup. The move boosts the online retail giant’s presence for everyday services and products and comes a day after Amazon launched a wide-ranging services marketplace.
According to Internet Retailer, Amazon is the top online retailer in the world with nearly $89 billion in global annual sales. The new order buttons are just another way to get consumers to use its site to order products rather than competitors such as warehouse clubs and upstarts such as Jet.com.
Currently, the dash button is only available for select Prime members who receive an email from the company with an invitation to receive a free Dash Button. Amazon will select invitees based on ordering history and Prime members have seven days to accept the invitation and they get to choose three buttons at a time.
The buttons can be set through Amazon's mobile shopping app that allows consumers to select the specific product they want to re-order through dash. How many ever time a button is clicked, Amazon registers only one order, until the order is delivered. The company will also send a confirmation alert through smartphone, giving the buyer a 30-minute window to cancel any mistaken orders. Users can also turn the button off entirely from their phone if they desire.
ChannelAdvisor CEO Scot Wingo said in a statement that the new Dash Buttons are clearly designed to draw the convenience-oriented buyer. The move will surely appeal to the estimated 50 million Amazon Prime subscribers who have already shown interest towards convenience, he added.