Amazon Launches Dash Button In The UK

Amazon has announced that its innovative Dash Button – a Wi-Fi-connected device that reorders consumer’s favourite products with the press of a button – is now available in the UK following on from its introduction in the US last year.

Available to members of its Prime scheme, the online giant claims the Dash Button will mean shoppers will never have to worry about running out of everyday essentials, including cleaning supplies, pet food, laundry products and more. When a customer sees supplies running low, they press a Dash Button to order an item from its website for next day delivery.Amazon Dash

The 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. Dash Buttons cost £4.99 to buy from Amazon’s website but are essentially free after first press – with customers getting £4.99 back on their first order.

Amazon also announced today the availability of its 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 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.

“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.”

Commenting on the UK launch, Taryn Mitchell, Global VP Digital Sales at Reckitt Benckiser (RB), said: “The Dash Button makes it easier than ever to stay stocked-up on the essential items you use every day, and we’ve seen great engagement from our customers in the US.”

She added: “In fact, a significant number of the orders we see through Amazon today are placed via the Amazon Dash Button. It’s a remarkably convenient way for customers to reorder everyday items, and even adds a bit of fun to the process.”

Since launching in the US last year, Amazon said the Dash Button programme has seen continued 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.

NAM Implications:
  • A major opportunity (or veiled threat?) for brand owners to deliver more than it says on the tin…
  • In automating the replenishment process, Amazon are guaranteeing 100% availability, or else…
  • …and while it may take some effort to qualify for a Dash button, this is nothing compared with trying to be re-instated following a consumer ‘de-list’.