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Marketing Amazon

Amazon aborts failed physical Dash Button experiment in digital shift


By John Glenday, Reporter

August 2, 2019 | 2 min read

Amazon's failed Dash Buttons will cease to function from 31 August, after the plastic gimmicks proved to be a turn-off for consumers happy to order via Alexa or digitally instead.

Dash Button

Amazon aborts failed Dash Button experiment amid Alexa ascendency

Production of the branded product physical ordering system ceased earlier this year, signalling that the end was nigh for the few households which relied on the plastic tabs to keep their shelves fully stocked with detergents, disposable razors and toilet paper.

Confirming that existing buttons would function no more an Amazon spokesperson told Engadget: “Since sales of Dash Button devices ceased earlier this year, we have seen continued growth of other shopping options to meet customer needs, including Virtual Dash Button, Dash Replenishment, Alexa Shopping, and Subscribe & Save With this [in] mind, starting August 31, 2019, customers will no longer be able to place orders through Dash Button devices globally.

“Customers can continue reordering products using their free virtual Dash Buttons on the website and mobile app, which are available for the same great brand's customers love from Dash Button devices. Customers will see that virtual Dash Buttons have already been created to replace current physical Dash Button devices."

The new stance reflects a period of rapid change in the smart devices sector since the Dash Buttons were first introduced back in 2015, with a variety of simpler alternatives to re-buying having proliferated over the intervening years.

At their peak over 200 wifi connected buttons were available to US shoppers covering brands such as Bounty, Pop-Tarts and Tide.

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