Daily Management Review

Amazon introduces Dash Button in Europe


08/31/2016


Project Dash Buttons, introduced in April 2016, is now launched in Europe. The ‘magic’ buttons will appear in three countries: the UK, Germany and Austria. Prior to this, the service was available only to Amazon customers residing in the United States.



amazon
amazon
The company announced the project in March 2015. The first 18 buttons got on sale at the beginning of August 2015. Back then, the ‘smart’ buttons market was not taken seriously, but today some of Amazon users cannot even imagine ordering goods without this teeny device.

A Dash Button consists of a button and a hook or tape, with which you can stick it wherever you want. For example, Amazon suggest attaching a washing powder-button to the washing machine, and a button for razor blades can be placed next to a bathroom mirror.

Amazon’s Dash Button connect to home Wi-Fi. All other operations are carried out via a mobile app. The user can choose a specific product and its quantity just pressing the button. To make it work, Amazon should know your home address and credit card information.

The button’s price is $ 4.99, but this amount is automatically credited to the buyer after the first payment. More than 150 brands, including Doritos, Energizer, L'Oreal Paris Revitalift, Peet's Coffee, Purina, Red Bull and Starbucks Partners Service have already became partners for the immediate order service.

"More than half of orders for many popular products (chocolate bars, paper towels) on Amazon is now done through the Dash Button", - said the company in a statement.

Every minute, customers make two purchases via the button. During three months, the company added in the program more than 50 new brands of a variety of retail categories, from music equipment to toys.

"This year we have focused on development of the Dash Button in each dimension. In 2015, we had 29 brands, today we have more than 150 brands in dozens of categories and thousands of retail products." - said Daniel Rausch, Director of Amazon Dash.

According to him, customers are increasingly using the button instead of going to the store. "Three months ago, we were getting orders once a minute. Now, this figure has doubled. The button is an innovative way for brands to stay in touch with their customers", - said Rausch.

In the last quarter, more than 10 thousand orders were performed via the Amazon Dash Button each week. For three months, amount "push" orders rose by 70%. 

source: theverge.com






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