Launched in the US earlier this year, Amazon’s move to bring its Dash Button across the Atlantic suggests the service has been seeing success, and its launch in the UK may prove a springboard to setting it up across Europe more broadly.
Neutrogena, Gillette, Rimmel, Olay, Listerine, Johnson’s Baby and Philips Sonicare are some of the personal care and beauty brands listed among those being offered by Amazon via the service. Unilever is one major FMCG player that commentators have noted remains absent from the retail campaign.
The service, only available for Amazon Prime customers, allows customers to re-order specific products from Amazon with a single click of the Dash Button device when connected to wifi.
“When a customer sees supplies running low, they simply press a Dash Button to order an item—making it easier than ever to restock essentials at the exact moment they realise more is needed,” Amazon explained in a press release.
The aim is to provide a hassle-free online ordering experience: each button device, though, can only be associated with one line of product and costs £4.99 (a figure then refunded off the customer’s subsequent order, aimed at encouraging repeat uses), which some critics have suggested may limit its success.
However, Amazon has just released some promising stats around recent Dash sales: “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.”
Interactive digital shopping
According to Amazon, the appeal of its Dash Button service is two-fold: it’s convenient for the customer, while also being an enjoyable retail experience.
“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," confirmed Taryn Mitchell, Global VP Digital Sales, RB.
"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."