By Leena Rao
March 31, 2016

Amazon is tripling the number of brands accessible through it Dash Button, the Internet-connected devices that lets customers reorder paper towels, laundry detergent, and toilet paper by merely clicking a button.

Brawny, Doritos, Lysol, Peet’s Coffee, Purina, Red Bull, and Starbucks are among the new brands making their products available through the service, Amazon said on Thursday. Meanwhile, a number of existing Dash program members like Gerber are making more products available through the device.

To use Dash, you connect it via Wi-Fi to Amazon’s mobile app and select the product you want to reorder for the specific button. Pressing the button automatically places your order.

With the addition of the new merchants, Dash is in new retail categories including snacks, vitamins, and beverages. It hasn’t yet been integrated into other verticals such as fashion and clothing.

The addition of new brands shows that Amazon is aggressively pushing ahead with Dash, which is also built into devices such as printers, washing machines, and pet feeders. The idea is to make commerce so easy for customers that they barely think about it—and, of course, help increase Amazon’s business.

The technology, first introduced in 2015, has shown some early signs of progress. But in typical fashion, Amazon agreed to reveal only limited details about the financial impact of the device.



Daniel Rausch, director of Amazon Dash, said customers press a Dash button once every minute of the day. Orders through the device have grown by over 75% in last three months, he said.

Rausch declined to disclose the value of those orders. Nor did he say whether they involved orders that customers would have made anyway using a computer or mobile device.

Procter & Gamble is the biggest star of the Dash Program, accounting for 31% of all sales, according to data from data marketing firm 010data. Other popular sellers include Huggies owner Kimberly Clark, Clorox, PepsiCo, SC Johnson and Kraft Heinz.

At launch, Amazon had 18 brands (including Bounty and Tide) signed up for the Dash program. Now more than 100 brands are signed up.

While each Dash Button originally cost customers $4.99, Amazon later made the button free to subscribers of subscription service, Prime. Amazon (amzn) has not said how many Dash buttons have been distributed.

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Rausch sees both the button and the replenishment service as complimentary. The replenishment service started debuting in appliances in January followed by integrations with Brita water filters, Samsung and Brother printers, and GE washing machines.


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