Amazon beefs up brands as its Dash Button order rate doubles

June 28, 2016 10:46 AM

(Bloomberg)— Inc. has added more than 50 brands to its Dash Button service for instantly reordering everyday items, citing a doubling in the frequency of orders over the last three months.

After introducing the WiFi-connected plastic tabs that can be mounted to the fridge, washing machine or kitchen cupboard in 2015, the online retailing giant has steadily increased the number of brands available for replenishment to more than 150, Amazon, No. 1 in the Internet Retailer 2016 Top 500 Guide, said Tuesday. Amazon also expanded its product categories to include toys, such as Play-Doh and Nerf darts, and added new items like Campbell’s Soup and Cascade dishwashing soap.

Members of Amazon Prime, which offers free two-day delivery on many items, are placing orders at a pace of more than twice a minute, Amazon said, up from once a minute three months ago. Total orders increased more than 70% in the last three months.

“This year we’ve been focused on rapidly growing the Dash Button program in every dimension,” said Daniel Rausch, director of Amazon Dash, in the statement.

Amazon rose 1.9% at 10:36 a.m. in New York, to $704.51. Dash Buttons cost $4.99 for customers who have a Prime membership, which comes with free shipping, but Prime membership costs about $99 per year in the U.S.




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