Amazon triples number of Dash buttons

A year after the launch of the Dash button, Amazon (NASDAQ:AMZN) is tripling the number of branded buttons available as customer use grows.

There are now 100 available buttons from national brands across multiple product categories, including snacks like chips and sunflower seeds, vitamins, office products, pet supplies, feminine care, batteries, and new beverage options like tea, soda and juice.

The device can be placed in a convenient location near a brand or product—think laundry detergent near the washer—and is connected to the internet, allowing customers to place an order for items they order often by just clicking on the button.

The buttons are $4.99 each, but the amount is credited back to the shopper following the first order placed.

Orders placed using Dash buttons by Amazon Prime members have grown 75 percent in the last three months, according to the company. An order is placed more than once a minute.

"We're thrilled with the positive response we've seen for Dash buttons—and we heard loud and clear from customers that they wanted more brands, more categories and more products in the program. We're excited to now offer over 100 Dash buttons representing top-name brands across dozens of retail categories and thousands of product options," said Daniel Rausch, director of Amazon Dash.

There has been little data released during the first year of Dash, but brands are clearly on board with the program, adding buttons for multiple brands in their portfolios.  

"PepsiCo is always looking for new and innovative ways for shoppers to engage with our brands—the Dash button was one of those unique opportunities," David Orr, global customer lead, PepsiCo, said in a statement. "We have been very pleased with shopper feedback and engagement since the launch and look forward to expanded learnings moving forward."

The program has raised eyebrows since it was introduced, but Amazon is proving that making the ordering process easy can grow sales and customer loyalty. The newest effort, a Brita water pitcher that automatically orders replacement filters when running low, was introduced March 1 and is available exclusively from Amazon. It's a lesson in how retailers and brands can leverage the Internet of Things to eliminate barriers to online shopping.

For more:
-See this Amazon press release

Related stories:
Amazon and Brita's Wi-Fi pitcher auto-orders filters
Amazon makes Dash button free, expands brands
Amazon releases Dash button, expands Prime Now
Amazon opens STEM toy shop
Amazon launches Home Services

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