Amazon announced a new product this week that could change the way people use its service.
The Dash Button, initially believed by many to be an early April Fool’s joke (which is still not entirely out of the question at this point), is a wireless device that allows users to instantly order whatever is marked on it by pushing a button. For instance, there can be a Gatorade Dash Button that will order more Gatorade instantly for the user when pressed. After pressing the button, users will receive a confirmation from the app on their phone.
The button will only work the first time it is pressed, preventing users (or their children) from accidentally ordering a greater quantity of an item than they meant to. Among the proposed products that could be ordered with a Dash Button listed on Amazon’s website were paper towels, laundry detergent, soda, water, Easy Mac, diapers, garbage bags, and others. Prime subscribers interested in the Dash Button can request an invitation right now to get the device for free in the coming weeks.
If the Dash Button is real, it could be a massive change in the way people order from Amazon, which is probably why they’re giving it away to Prime subscribers for free. Especially in markets like college campuses, the Dash Button could potentially provide such unbelievable convenience that it would be hard not to use it when restocking on coffee, snacks, tissues, condoms, Advil, or literally anything else. The possibilities are limited only by the number of products that Amazon sells. That is, if it’s real.
Announcing the product on the day before April 1 is an interesting strategy. Perhaps Amazon is gauging the genuine interest of consumers through day one invite signups, and depending on the response they’ll reveal it to be a prank or the real deal.
In any case, it seems, given the way consumers’ shopping habits are changing, that a device like this is inevitable. Amazon’s business is founded on convenience and removing a step between customers and clicking the “order” button seems like a sensible strategy. Or it could be the stupidest thing Amazon’s ever tried. We’ll know soon enough.
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