Analysis: Amazon Dash not yet on fast track

It’s been more than a year, but consumers still are not rushing to use Amazon Dash buttons.



New analysis of e-receipts from a daily panel of more than 4 million online shoppers from digital commerce research firm Slice Intelligence shows that fewer than 50% of people who bought a Dash button have actually made an order.



This percentage, based on data collected March 31 - June 18, 2016, is unchanged from an earlier study conducted April 1, 2015 – March 30, 2016. Amazon launched the Dash button on April 1, 2015 and more than tripled the number of items in the Dash assortment on March 31, 2016.



Tide is the top selling button available to buyers (21% of orders), followed by Bounty (18%), Cottonelle (17%), Glad (12%), and Charmin (6%). While Tide is the most-ordered button, Gatorade spending is the highest after consumers purchase the Gatorade Dash button. The average shopper has spent $120 on Gatorade since they purchased a Gatorade Dash button. In comparison, the average Tide shopper has spent $58.13 on Tide since purchasing a button.



Tide ranks fifth in average spending after purchasing a Dash button. Ranking second through fourth are Smartwater ($82.52), Bounty ($74.37), and Cottonelle ($61.95).



The Wall Street Journal reports Amazon is set to launch dozens of new Dash buttons the week of June 27.