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Marketing Amazon

Amazon introduces one-click homepage ‘Dash’ buttons

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By John Glenday, Reporter

January 20, 2017 | 1 min read

Amazon has taken its streamlining of the online buying process to its logical conclusion with the introduction of one-click virtual ‘Dash’ buttons for popular products on its homepage.

The website tabs are modelled on the physical dash buttons, which have been available for months to those willing to stump up $4.99. The allow people to repeat order with a single click rather than the push of a button.

Some of the first brands to take advantage of the physical button service were Andrex, Wilkinson and Durex.

Displayed on the Amazon.com homepage, the tools are created automatically for recently and frequently ordered goods with the purchase process condensed down to a single click.

The service is being made available to Prime members for tens of millions of products with an ‘Add to your Dash buttons’ menu option signifying availability of the short-cut for shoppers too lazy to go through the add to basket/check-out/confirm payment rigmarole.

Marketing Amazon

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