Secure your place at the Digiday Publishing Summit in Vail, March 23-25
Amazon Dash buttons, the weird plastic one-click ordering devices, is expanding despite lack of interest from shoppers.
Today, Amazon is adding 50 more brands in addition to the 150 brands already available. People can now order Campbell’s Soup, Fiji Water, Trident gum and even Play-Doh. Amazon sells the buttons for $4.99, but credits that price after the first purchase is made.
It is unclear, though, how successful the Amazon Dash buttons have become in the year-and-a-half they’ve been available. Amazon claims that it receives more than two orders a minute through the buttons, up from one order a minute three months ago. In total, Amazon pulls in 1 million orders a year from the buttons.
Despite the growth, a report from Slice Intelligence shows that fewer than 50 percent of people that bought the button actually used it. Of the buttons ordered, Tide is the most popular brand being used amounting to 21 percent of orders, followed by Bounty (18 percent) and Glad (12 percent).
More in Marketing
TikTok after the legal fight and why it’s coming for Meta’s ad dollars
With legal issues behind it, TikTok is stepping up marketing and making a stronger play for Meta’s ad budgets.
Ad Tech Briefing: Embattled, embittered and determined
Company executives come out swinging as the markets issue their judgements on Wall Street pitches.
Target CEO says ‘busy families’ will be company’s focus as it seeks growth
The company is making tweaks to departments like food and baby, as well as services like same-day delivery.