Amazon Dash Services Seen Growing in Step With Prime
- Button orders may leap to 20 million in 3 years: Piper Jaffray
- Usage could shrink item count in traditional market basket
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Amazon.com Inc.’s Dash buttons, which let shoppers instantly order household and grocery items, are catching on with shoppers a few months after their introduction, based on early estimates.
Already 300,000 to 500,000 buttons have been shipped since Amazon first offered them to members of its Amazon Prime service, said Gene Munster, an analyst at Piper Jaffray Cos. They could reach 15 million to 20 million installations in three years as Prime, which includes two-day free shipping for $99 annually, grows about fivefold to 75 million members, he projected. One in four Prime users will have at least one Dash button by then, he said.