AMAZON: Virtual ‘Dash’ Buttons for One-click Buying From the Homepage

How could it be easier to order from Amazon? Amazon just launched One-Click buying by adding dash buttons to its homepage and mobile applications. The dash buttons help Amazon Prime customers order their most frequently used items more easily. Amazon Dash buttons allow for quick reorders without hassle.

So what’s new? The original dash buttons were  physical, Wi-Fi connected buttons  users place around their home. When they realize they are running out of something like dish soap, they can place an order on the Dash button by tapping on the button. So what’s new is Dash buttons are now virtual Amazon Dash buttons that allow one-click purchases on it’s homepage.

The digital Dash buttons are for products such as groceries, pet supplies, diapers… with reorders one click away. Now Dash users don’t have to clutter their homes with actual buttons. To use the Dash buttons, a shopper can go to the Amazon site and select the option to “Add to your Dash buttons.” Perhaps these Dash buttons may even lead to more impulsive shopping.

Amazon Prime Dash Buttons

You just click on “Your Dash buttons”, see the figure above, and then buttons for things you’ve ordered before pop up.

Dash buttons

Here’s more about on how the buttons work to the video from Amazon: https://youtu.be/w1lrQgXa6pY

Amazon knows a lot about its customer’s shopping history and preferences so it has a good idea on which items to display.

Amazon is betting seeing a favorite item on the homepage will prompt users to buy it. This is an interesting innovation in e-commerce. Will it make shoppers order more? That’s the big question at hand. Only time will tell.

@DrNatalie Petouhoff, Constellation Research

VP and Principal Analyst, Covering Customer-Facing Applications

 

 

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