Amazon introduces the future of shopping?
What if consumers could just press a button when they run out of Tide detergent or Olay moisturizer? Amazon is seeking to redefine omnichannel retailing bycreating commerce channels out of everyday objects.
The e-commerce giant's latest retail gizmo could forever change how consumers replenish supplies: a branded button called the "Dash Button" that's affixed to an appliance — a coffee maker for coffee, for example, or a washer machine for detergent — and automatically replenishes supplies through Amazon when pressed.
By making the replenishing of supplies that convenient, Amazon.com stands to circumvent the shopping list altogether and capture that business exclusively.
"Dash Button is simple to set up," Amazon says. "Use the Amazon app on your smartphone to easily connect to your home Wi-Fi network and 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. Unless you elect otherwise, Dash Button responds only to your first press until your order is delivered."
Along with the Dash Button, Amazon.com is introducing its Dash Replenishment Service to manufacturers, who are being encouraged to build a "Dash Button" right into their device.
"By using DRS, device makers are able to leverage Amazon's authentication and payment systems, customer service and fulfillment network — giving their customers access to Amazon's low prices, great selection and reliable delivery."
Dash Replenishment Service can be integrated with devices in two ways, Amazon.com noted. Manufacturers can either build a physical button into their hardware to reorder consumables or they can measure consumable usage so that reordering happens automatically. For example, an automatic pet food dispenser made with built-in sensors can measure the amount of pet food remaining in its container and place an order before running out.
Watch a video about Dash below.