Amazon discontinues Dash buttons, a DTC forerunner

Say goodbye to physical Dash buttons

Consumers have nearly everything available at their fingertips. So, as the world becomes increasingly digitized, Amazon is doing away with its in-home Dash buttons.

Amazon introduced the internet-enabled, stick-on buttons in 2015, allowing consumers to restock an item with a single push.

Now Amazon is doing away with physical buttons. A company spokesperson said evolving shopping habits and the emergence of voice-enabled technology motivated yesterday's decision (28 February) to discontinue the product.

"With Dash Replenishment, we’ve launched hundreds of devices globally that automatically reorder essentials so customers don’t have to think at all about restocking. And we introduced virtual Dash Buttons, which are available digitally — whether online, in the Amazon App, through screened devices like Echo Show or on third party devices. We’ve also seen customers increasingly using programs like Alexa Shopping, which provides a hands-free shopping experience, and Subscribe & Save, which lets customers automatically receive their favorite items every month."

The spokesperson added that existing Dash buttons will still work, but the company is focusing on growing its Dash Replenishment product line and its virtual Dash Buttons.

Brands such as Andrex, Wilkinson and Durex were the first to use Dash buttons to reach consumers right in their homes.

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.