For its one year anniversary, Amazon has dramatically increased the number of brands one can order products from with a Dash button, an Amazon Prime only service.
A year after Amazon announced Dash, the small buttons intended to make reordering household supplies almost too easy, the company is expanding the program. Amazon announced a slew of new Dash Buttons today, adding brands such as Clorox, Doritos, Red Bull, Slim Jim, and Trojan to the list and tripling its offering of Dash Buttons to more than 100.
From the press release:
“Prime members are using Dash Buttons at an increasing rate—over the last three months, Dash Button orders have grown by more than 75%. Customers are using Dash Buttons more than once a minute, helping ensure they never run out of their everyday essentials.”
As is tradition, Amazon only published relative growth numbers, no absolute numbers. TechCrunch has some numbers on the brand distribution among Dash buttons from market research firm 1010data:
Earlier this month, a study from 1010data’s Ecom Insights Panel, which consists of millions of online shoppers in the U.S., revealed that the top-selling individual Dash Buttons were those for two P&G products, Tide Pods and the Powder Dash Button (both tied for #1); with P&G’s Bounty Dash Button at #2; followed by Kimberly Clark’s Cottonelle Dash Button at #3. (…)
P&G, in fact, rules the Dash Button market, the study indicated, taking the lion’s share of sales at 31 percent. After P&G, Kimberly Clark (Cottonelle, Huggies) sits at #2 with 14 percent of the market share, and Clorox (Glad) rounds out the top three with 11.7 percent.
A new version of the Dash button with Bluetooth LE seems to be coming as well. (Bluetooth LE has specifically being specified for connected devices. It comes with very low energy consumption.)
The Dash button has to be seen as a low tech, low barrier entry point to a whole new shopping system surrounding consumables that Amazon is building. The big lock-in will come with the Dash Replenishment Service. (The same functionality getting integrated into devices.)