Amazon Dash – Taking It Too Far?

The Amazon dash has finally hit the UK after launching in the US last year. Amazon Dash brings a physical presence to Amazon, having an actual button that you place in your own home enabling you to press it to order necessity items and have them delivered rapidly.

Currently, the Amazon Dash is available for 40 different brands and each button is connected to the individuals Amazon account. It also has built in Wi-Fi, meaning that it only takes a push to purchase and have your item sent your way within minutes.

The buttons each cost £4.99 but, in line with the American launch, Amazon is offering a £4.99 discount on the first purchase made with each button – effectively removing the initial cost of the button. WIRED asked the company whether there are any financial incentives offered to the brands who have signed-up but Amazon refused to comment on its business workings.

The button is only currently available for those who are using Amazon’s Prime service, which costs £79 a year.

To compliment the launch of Dash, Amazon are also unveiling their Dash Replenishment Service. This is a platform which is cloud-based and will track supplies of Internet of Things devices and automatically re-order supplies when they are low.

This all seems super fancy and pretty hi-tech, but the question is; do we really need it?

I understand that advancements in technology are vital to the progression of society and that we should always explore pathways that may potentially lead to an easier life, but when has it been too hard to pop to the shops to grab some loo-roll, or to buy 2 packs of Ariel instead of one?

As well as this, we have to be aware of the potential complications associated with Dash. As we know, kids love to push buttons. So what happens when your toddler orders 100 packages of toilet paper to your front door? Or the dog decides that the Amazon button looks rather delicious?

The point is, if Amazon are prepared to fund a service that requires intensive management of not only their courier services, but also their products, then they need to have standardised procedure on returns, refunds or mistake orders.

Here are the full list of brands available to Amazon Dash as of the time of this articles publication:

Air Wick, Andrex, Ariel, Aveeno, Biona, Brabantia, BSN, Catsan, Cesar, Depend, Derwent, Dettol, Dreamies, DryNites, Durex, Fairy, Fairy Non-Bio, Fiesta, Finish, GBC, Gillette, Huggies, Johnson’s Baby, Kleenex, Lenor, Listerine, NERF, NESCAFÉ Dolce Gusto, Neutrogena, Nicorette, Nobo, Olay, Optimum Nutrition, Pedigree, Philips Sonicare, PLAY-DOH, Rexel, Right Guard, Rimmel, Rodial, Sheba
simplehuman, The Breath Co., Vanish, Whiskas, Wilkinson and Wunderbrow.