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Amazon offers push-button CPGs

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As if Amazon wasn’t already giving brick-and-mortar retailers enough to worry about.

The online retail giant has launched the Amazon Dash Button, a mini gadget with a reusable adhesive and a hook that can be placed anywhere around the home — in the kitchen, bath, laundry room, etc., on a wall, appliance, cabinet or elsewhere — and enable the reordering of a range of consumer packaged goods at the push of a button.

Introduced this week, the colorful Dash Buttons bear the brands of such household names as Tide, Gillette, Olay, Gerber, Kraft, Clorox, Cottonelle, L’Oreal, Maxwell House, Bounty, Glad and Gatorade (to name a few). And, as Amazon says, “When you’re running low, simply press Dash Button, and Amazon quickly delivers household favorites so you can skip the last-minute trip to the store.” (Check out the video above.)

The Dash Button is being offered free to Amazon Prime members. To set it up, consumers use the Amazon smartphone app to connect to their home Wi-Fi network. Then they choose the product(s) they want to reorder with Dash Button and, once they’re connected, one press of the button places their order. Amazon says it sends an order alert to the consumer’s phone, enabling them to cancel an order if they like. Barring that, the Dash Button responds to the first press until the order is delivered.

On the Amazon page listing the participating Dash Button products, the search results indicate 267 items. CPG categories for Dash Button products include health, personal care, beauty, food and beverages, household products, pet supplies and baby care.

In the initial media buzz, it was thought that the Dash Button was a joke, coming just before April Fool’s day, until the realization came that Amazon actually did launch such a gizmo. If consumers find the Dash Button convenient and as fun to use as today’s other smart devices (and if they don’t mind having brand names posted all around their home), then it might be anything but a joke to brick-and-mortar retailers.


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