Amazon Expands Items on Dash Buttons as Order Rate Doubles

  • Number of brands available rises to 150 and adds toys
  • Order pace doubles to more than twice a minute, up from once

Amazon.com Inc. has added more than 50 new brands to its Dash Button service for instantly reordering everyday items, citing a doubling in the frequency of orders over the last three months.

After introducing the WiFi-connected plastic tabs that can be mounted to the fridge, washing machine or kitchen cupboard in 2015, the online retailing giant has steadily increased the number of brands available for replenishment to more than 150, Amazon said in a statement Thursday. Amazon also expanded its product categories to include toys, such as Play-Doh and NERF darts and added new items like Campbell’s Soup and Cascade dishwashing soap.

Members of Amazon Prime, which offers free two-day delivery on many items, are placing orders at a pace of more than twice a minute, Amazon said, up from once a minute three months ago. Total orders increased more than 70 percent in the last three months.

“This year we’ve been focused on rapidly growing the Dash Button program in every dimension,” said Daniel Rausch, director of Amazon Dash, in the statement.

Amazon rose 1.9 percent at 10:36 a.m. in New York, to $704.51. Dash Buttons cost $4.99 for customers who have a Prime membership, which comes with free shipping - but the membership itself costs about $99 per year in the U.S.

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