Shopping button competition heats up for Amazon

Amazon.com just picked up an improved rival in the burgeoning home shopping button market, which it provided mainstream attention with the launch of its Dash remote ordering device earlier this year.



San Jose-based technology vendor Hiku just launched version 2 of its eponymous shopping button tool. Ironically, Hiku actually released version 1 of the button shortly before Amazon launched its Dash button, but was overshadowed.



In the months since, Hiku has quietly built up a new version that will let consumers place remote grocery orders with Walmart and the Peapod grocery delivery service as of Wednesday, Nov. 19. The device will cost $49, and allow users to speak or scan items they want to order.



Consumers can either use a piece of hardware featuring a button and a microphone, or a WiFi-enabled scanner that lets them sync household items for ordering via the Hiku mobile app. Hiku used the Walmart and Peapod APIs to connect to the two grocery retailers.



Amazon has been a leader in establishing itself as a seamless presence in consumers’ homes with devices like Dash or the Echo artificial intelligence device, which can also be used for voice-directed shopping. Hiku does not have Amazon’s built-in user base or name recognition, but like Apple Pay, Amazon will likely soon find a lot of competitors in what was once a pretty open shopping button landscape.