Forrester advises brands to embrace Amazon’s Dash Buttons

Forrester is advising brands to embrace Amazon’s Dash Buttons after it was dubbed the ‘best bad idea of 2015’ by Forrester analysts.

The technology and market research firm believes that the quick re-order button, available only to Amazon prime subscribers, is at heart a clear route to building digital relationships.

Sucharita Mulpuru said: "The Dash Button represents the ability to think beyond desktops or mobile devices to introduce a completely new way of imagining consumer demand."

James McQuivey added: "But brands like Clorox have a dilemma. Here they have a branded button sitting in a customer’s pantry - but the data is flowing back to Amazon, not to Clorox. That’s an untenable situation for Clorox in the long run.

“We like these devices because they help us imagine what comes next."

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