Online giant expanding instant-order program — with big new benefit

New York -- Amazon is not only expanding its instant-order “Dash” button program, it’s also making the buttons virtually free.



The retailer is expanding the program with more brands and products. It featured 18 brands — including Tide, Bounty, L’Oréal and Cottonelle — when it launched in July. The company is adding 11 new brands to its line-up and now says it will refund the cost of a button ($4.99) on the customer’s first purchase, putting a $4.99 credit into the customer’s account.



The new brands include Ziploc, Ice Breakers, and Hefty Trash and Storage Bags. The additions give the program a total of 29 Dash buttons, covering more than 500 products.



The program, available only to members of Amazon's $99 annual Prime membership program, features adhesive buttons that are designed to stick on any household surface, close to where a consumer may need to reorder products,



“Our goal is to get that easy one click order experience so that they [customers] never run out of something,” Daniel Rausch, Amazon director of product management, told Mashable.

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