How one button is shaping how you shop

How one button is shaping how you shop

Baker Creative > Blog > Marketing > How one button is shaping how you shop

We live in a society where technology is constantly shaping our lives. If you think back to 15 to 20 years ago, you probably wonder how we ever managed to do some of the things that we are able to do now. Amazon Dash, an easy way of helping you remember to pick up all of those important necessities without even leaving home, is just another example of how technology continues to change how we live.

Launched in 2015, the Dash button is a small electronic device that was designed to make ordering products more convenient and faster. They may be purchased in packs, and each come with a reusable adhesive and hook so you can hang or stick it. It is suggested that they are placed in the kitchen, bath, laundry or anywhere beside your favorite products. When you’re running low, simply press the Dash button and Amazon will deliver it so you can skip the last-minute trip to the store.  

Installation is easy. Download the Amazon app on your smartphone to easily connect to your home Wi-Fi network. Then select the product you want to reorder with Dash button. Once connected, a single press automatically places your order. Amazon sends an order alert to your phone, so it’s easy to cancel if you change your mind. The app is set as a default to have the Dash button respond only to your first press. A white light illuminates, then turns green to indicate that your order has been placed. Each button is locked per brand and cannot be switched out for a different product.

The products that are offered ranges from laundry soap to diapers to bottled water, etc. Amazon has also introduced other devices that will allow your printer, washer, pet feeders, etc. to reorder detergent when the machine indicates the soap is running low through a dash replenishment service (DRS). Device makers can either build a physical button into their hardware to reorder consumables or they can measure its usage so that reordering happens automatically. Amazon is offering this Dash button for Amazon Prime users by invitation.

Currently there are more than 500 items available from more than 25 participating brands, such as Glad, Snuggle, Finish, Downy, Ziploc, Lysol, Dasani, OxiClean, Nature Valley, Orbit, Gain, Burt’s Bees, Starbucks Doubleshot and Ice Breakers, just to name a few. Other competitors, such as Walmart and Peapod, are utilizing this technology in several states, as well.

Michele Cuthbert is the CEO of Baker Creative, a global WBE, DBE and MBE-certified creative brand management firm. For more information, visit or

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