Amazon Dash Button launched in UK

Online giant Amazon has announced the launch of its Dash Button in the United Kingdom. This is a Wi-Fi connected device that Prime members can use to re-order products with one press of a button.

Members can buy Dash Buttons for £4.99 and it will cost nothing after that. Customers will get £4.99 reimbursed to them on their first order so this will cost nothing after they start using it.

A large range of companies have signed up to the Dash Button programme. Brands that have signed up to the programme include Air Wick, Andrex, Ariel, Brabantia, Fairy, Finish, Gillette, Huggies, Johnson’s Baby, Kleenex, Listerine, NESCAFÉ Dolce Gusto, Neutrogena, Nicorette, Olay, Pedigree, Philips Sonicare, Rimmel, Vanish, Whiskas, Wilkinson, and others.  Prime members can order a Dash Button today at www.amazon.co.uk/dashbutton .

For Amazon this captures key parts of the market. Where people may shop around between brands according to special offers, this now makes it just the case of pressing a button. This also feeds up the line to the brands who benefit from captive buyers, meaning that for all those participating in the programme it is a very good move indeed.

In addition, Amazon also announced today the availability of Amazon Dash Replenishment Service (DRS).

DRS is a cloud-based service that allows device makers to enable their connected devices to automatically reorder physical goods from Amazon using a set of APIs- examples would include a washing machine that reorders laundry detergent or a printer that reorders ink. Again, this captures the customer, and if widely taken aboard could mean good news for the brands that sign up. An Epson printer for example probably would not automatically order a cheaper cartridge…

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