Amazon expands one click buying program, makes Dash Button free

September 2, 2015, 3:29 PM UTC

Amazon is announcing the expansion of its Dash Buttons this morning, with new incentives and a number of new brands added to the program.

Amazon debuted Dash Buttons early this year as an internet-enabled small hardware device that allows customers to order things like paper towels and laundry detergent by clicking a button. At launch, Amazon (AMZN) had 18 brands (including Bounty and Tide) signed up for the program, and the Dash Button set back customers $4.99. Also, Dash Buttons at launch were only offered to select customers.

Here’s how the Dash Button works: You connect it via Wi-Fi to Amazon’s mobile app on an iPhone or an Android phone, and select the product you want to reorder. Once connected, a single press on Dash Button automatically places your order. Amazon then sends you an order confirmation to your phone.

With today’s updates, Amazon will now refund any customers who purchased a Dash Button, essentially making them free. Also, Amazon made the buttons available to all customers.

New brands on board include Ziploc, Hefty Trash and Storage Bags, Ice Breakers Mints, Orbit Gum, and Mrs. Meyers Clean Day.

While Amazon claims the program is doing well, it hasn’t shared any usage or financial data. It’s still not clear how having multiple buttons around your home increases convenience for the consumer, or helps Amazon’s top line.

Dash is part of Amazon’s internet of things strategy, and we’ll likely be seeing more from the company as it relates to expanding Dash beyond a single button.

Up next we can probably expect for Dash Buttons to be built directly into brands’ own hardware. Earlier this year, Amazon advertised a developer program that allows companies to build re-ordering buttons directly into their own hardware.

Early partners included Whirlpool, printing giant Brother (ink and toner), and water filter company Brita. At the time, an Amazon spokesman said the first Dash-enabled devices will start showing up in the fall.

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