P&G, Kimberly Clark and Clorox Leading Brands in Amazon Dash Button Sales

Area Vice President, Consumer Insights

Introduction

Continuing on its path of shopping innovations, Amazon’s Dash Button has been available since the summer of 2015. The Dash Button is an auto-replenishment system for popular household goods like laundry pods, paper towels, coffee, trash bags, and wipes.

Tide Dash Button

 The Dash Button, which features an image of the brand it will re-order for you, is only available to Amazon Prime members. To drive adoption, the buttons cost $4.99 and the customer receives a $4.99 credit on the first purchase.

The button is a physical button with a sticky back and a hook so that it can be placed just about anywhere. The concept is as you realize you are running low on an item you press the button and voila, your detergent will arrive before you know it.

The next phase in the Dash Button is for these to be integrated into items such as a Whirlpool washing machine or a Brother printer so it can auto-sense when something is about to run out and order it for you.

Sales Results

In the three months ended February 2016, sales of the Amazon Dash buttons have grown 210% since the three months ended July 2015 (first three months of availability.

Since the Dash Buttons first started selling in May 2015, P&G has taken the lion’s share of the sales (all #’s refer to sales of the actual Dash button and do not include actual orders from the button).

 

  • Sales of Amazon’s Dash Button May 2015 – Jan 2016
  • Other includes Optimum Nutrition, Reynolds Consumer Products, The Nutro Company, Wrigley, Georgia Pacific, Larabar, Hershey’s and Nestle

 

  • After P&G, Kimberly Clark (Cottonelle, Huggies) sits at #2 with 14.0% of the market and Clorox (Glad) rounds out the top three with 11.7%.
  • The top ten selling individual buttons are:

Sales of Amazon’s Dash Button May 2015 – Jan 2016

Dash customers certainly like to clean! Laundry detergent, paper towels, trash bags and wipes (baby and disinfecting) are some of the most popular selling individual Dash buttons. Personally I’m waiting for Nike or Under Armour to put one of these in my shoes and automatically get me a new pair of trainers after I’ve put in a couple hundred miles.

 

 

Methodology

1010data’s Ecom Insights panel consists of millions of online shoppers in the U.S. who allow 1010data to anonymously track their online behavior for market research purposes, including e-commerce activity.

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