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Condoms and pet food now only a button away as Amazon Dash comes to the UK

Following on from the launch of its Prime Now and Fresh services, global ecommerce and business services company Amazon has brought a service allowing customers to order new products at the touch of a button to Britain.
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The Amazon Dash Button uses a household WiFi signal to provide one touch ordering of brands such as Gillette, Nescafe, Rimmel and Fairy. Products then arrive at their door within 24 hours.

This UK launch, following it being available in the US since 2015, is backed up by its Amazon Dash Replenishment Service (DRS) – a cloud-based service that allows device makers (such as printers) to enable connected devices to automatically reorder physical goods from Amazon using APIs.

Commenting on the launch, Amazon Dash director Daniel Rausch said: “We’ve all experienced the frustration of running out of something we need – Dash Button and Dash Replenishment Service are designed to make that moment a thing of the past.”

So far, Amazon has signed up 40 brands in the UK for the Amazon Dash service – ranging from make-up and cosmetics to condoms and coffee. According to statistics from its US operations, while the offering didn’t have much demand to start with it has grown threefold in the last two months. Orders now take place at a rate of over twice a minute, and the number of Dash Button brands available in the US has grown four times faster in 2016 than 2015.

Jorrit Van der Meulen, VP at Amazon EU, added: “We’ve found that Prime members in the US love the ease that both Dash Replenishment and Dash Buttons offer, and we’re delighted to bring that same convenience to our customers in the UK – with dozens of brands available today and more to come.”

Amazon cited Samsung and Grundig as device makers which have integrated APIs into devices to make re-ordering automated. Samsung’s home office printers allow users to wirelessly print from mobile devices and select which toner is automatically ordered when a replacement is needed.

Norb Schmidt, vice president products and brands of Whirlpool EMEA, said: ”The integration of Amazon Dash Replenishment Service is fully aligned with [our]purposeful innovation, bringing two powerful services together to make the connected home more intuitive and better able to anticipate the evolving needs of our consumers.”

Analysing the move to bring Amazon dash to the UK, Mark Skilton, a professor of practice at Warwick Business School, said: “Amazon is pushing hard to find ways to extend its formidable online marketplace with the ability to connect consumers in particular to its front end through mobile and other devices.”

Skilton referenced the company’s “intelligent speaker”, Amazon Echo, and speech recognition app Alexa as other examples of “grabbing the attention of people”.

“I see the Dash button as only a temporary solution, but nevertheless a key step on the road to the connected world it promises, and of course more revenue for the likes of Amazon. It will be interesting how the other major retailers react to this,” he added.

Read more about Amazon in the UK:

British headlines for Amazon in 2016 have included the announcement of a new fulfilment centre in Essex, predicted to crate 1,500 permanent jobs, and a partnership with the government to test the delivery of parcels by drones.

As explored in a recent Real Business feature, Amazon has also made steps to expand its Web Services range of cloud products aimed at business owners.

Amazon exclusive: It’s not all drones you know

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About Author

Hunter Ruthven

Hunter Ruthven is the editor of Real Business. He is also the editor of Business Advice, a title focused solely on a section of the business community currently underserved – micro companies. Alongside this, he is part of the team that hosts the Growing Business Awards, First Women Awards and Future 50 initiative.

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