Brief: Amazon Dash Buttons Are The Best Bad Idea Of 2015

September 14th, 2015

James McQuivey, PhD VP, Research Director

With contributors:

Sucharita Kodali , Michelle Moorehead , Ryan Trafton , Kara Hartig

Summary

Amazon's instant-buy Dash Buttons are now officially available to all Amazon Prime members in the US. Each button automatically orders products from specific replenishable brands like Cottonelle, Huggies, or Tide. The number of participating brands at launch is now 29, representing more than 500 products that consumers can buy with the push of a button. Make fun of these lazy buttons at your own risk; smart CMOs will seize this opportunity to learn how to engage in frictionless commerce in this case and beyond.

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