Amazon has launched the one-button ordering Dash Button in the UK, alongside the Dash Replenishment Service after launching it in the US back in 2015 – enabling UK Amazon Prime customers to benefit from quick and simple ecommerce ordering.
This is a big step for ecommerce and the “internet of things” – and aims to make shopping simpler for customers. But why is it such a big deal, and will Amazon customers actually use the Dash Buttons?
Amazon describes the Dash Button as “a Wi-Fi-connected device that reorders your favourite product with the press of a button. Exclusive for Amazon Prime Members.”
How do Amazon Dash Buttons work?
You purchase the Dash Button of your choice, usually whichever supplies you need often, such as washing powder.
You set this button up with the Amazon shopping app, choosing your product and delivery preferences.
The button itself is Wi-Fi connected and triggers the purchase when pressed. After being pressed, a package will arrive at your home within 24 hours through Amazon Prime – or even within the hour if you are in the designated areas. Simple.
Whatever your needs, Amazon will now provide you a quick and easy button to quickly order supplies you desperately need.
Each Dash Button is dedicated to a single product, meaning you would need multiple buttons for additional products.
150 brands are currently in the scheme in the US, which launched with 20. The UK launch will have 48 brands initially in the scheme.
Brands that have partnered with Amazon for the launch include:
- Air Wick
Each button will set you back £4.99 – but you receive this back as a discount on your first order, so they are essentially free.
As for children who like to press any buttons they can find, Amazon gives you a notification after an order has been placed, and any further button presses within 24 hours will be ignored. So you will avoid being delivered multiple packages of supplies you don’t need.
Amazon is looking to the future, and the next step after Dash buttons will be automating orders for supplies when they run low.
Dash Replenishment is also expanding to the UK alongside the buttons, which is a cloud-based service that allows internet-connected devices such as dishwashers to automatically order new tablets when they are low. All by themselves.
This means the customer doesn’t need to do anything after the initial sign-up.
Amazon describes the Dash Replenishment Service as the following:
Customers can take advantage of products such as a Grundig washing machine that automatically reorders laundry detergent when running low, or a Samsung printer that makes sure you are never out of toner. Dash Replenishment Service helps you to say goodbye to last-minute trips to the store because you run out of something when you needed it the most.
Using the Dash Replenishment Service, device manufacturers can leverage Amazon’s authentication and payment systems, customer service and fulfillment network, providing customers with access to Amazon’s low prices, great selection and reliable delivery.
Bosch, Siemens and Samsung are reportedly already working on incorporating Dash Replenishment into products. Potentially, internet-connected washing machines can be operated via apps on smartphones or tablets, and can order detergent and softener through Amazon Dash Replenishment once set up.
Ecommerce and The Internet of Things
The internet of things is finally coming to the world of ecommerce – and however gimmicky or silly it may seem, many brands seem to like the idea, and there’s sure to be many Amazon customers out there who will see the benefit.
Amazon is looking to take the hassle out of shopping, and make the online shopping experience even easier. While this obviously benefits Amazon in retaining customers, encouraging Amazon Prime sign-ups and creating recurring sales, many customers may feel the ease of use is very worthwhile.
While Amazon is arguably the only ecommerce retailer currently able to pull off such a feat, it’s testimony to the logistics and consumer knowledge Amazon has. The Dash Button will also collect even more data on how customers shop.
Whether you see this as an enhanced online shopping experience is questionable, but the instant gratification of ordering supplies to your home could certainly entice existing Amazon customers. Only time will tell if this will revolutionise the way we shop in our own home, or whether this is a niche product for those who will find it useful.