Save 50% on a 3-month Digiday+ membership. Ends Dec 5.
Amazon Dash buttons, the weird plastic one-click ordering devices, is expanding despite lack of interest from shoppers.
Today, Amazon is adding 50 more brands in addition to the 150 brands already available. People can now order Campbell’s Soup, Fiji Water, Trident gum and even Play-Doh. Amazon sells the buttons for $4.99, but credits that price after the first purchase is made.
It is unclear, though, how successful the Amazon Dash buttons have become in the year-and-a-half they’ve been available. Amazon claims that it receives more than two orders a minute through the buttons, up from one order a minute three months ago. In total, Amazon pulls in 1 million orders a year from the buttons.
Despite the growth, a report from Slice Intelligence shows that fewer than 50 percent of people that bought the button actually used it. Of the buttons ordered, Tide is the most popular brand being used amounting to 21 percent of orders, followed by Bounty (18 percent) and Glad (12 percent).
More in Marketing
Ulta, Best Buy and Adidas dominate AI holiday shopping mentions
The brands that are seeing the biggest boost from this shift in consumer behavior are some of the biggest retailers.
U.K. retailer Boots leads brand efforts to invest in ad creative’s data layer
For media dollars to make an impact, brands need ad creative that actually hits. More CMOs are investing in pre- and post-flight measurement.
Ad position: web_bfu