Amazon brings instant home shopping to the UK with Dash launch

Amazon has launched its Dash Button service in the UK, allowing consumers to order and restock products with the single push of a button.


Amazon is introducing its Dash Button service to the UK, partnering with Procter & Gamble and Nestlé to allow consumers to order and receive products within a day simply by pressing a button.

Amazon Prime members can buy Dash Buttons, which cost £4.99 each, for a variety of household brands including Ariel, Fairy, Kleenex, Olay, Gillette, Rimmel and Nescafé.

Setting up a Dash Button requires customers to connect it to their Wi-Fi connection and then use the Amazon app to select the product they want to reorder. They can then place the button anywhere in their home and tap it to place an order. Customers then receive a mobile notification confirming the item with a delivery date and price.

“Dash Buttons offer the convenience of ‘one-click’ shopping from anywhere in the home. Just press the button and your item is on its way,” says Daniel Rausch, director of Amazon Dash.

Since launching in the US last year, the Dash Button programme has seen continued growth. Figures shared by the company show that in the last two months, Dash Button orders have increased threefold and orders via Dash Button take place at a rate of over twice a minute. The number of Dash Button brands available in the US has also expanded four times faster in 2016 compared with 2015.

“The Dash Button makes it easier than ever to stay stocked-up on the essential items you use every day, and we’ve seen great engagement from our customers in the US,” says Taryn Mitchell, global VP digital sales at RB.

“In fact, a significant number of the orders we see through Amazon today are placed via the Amazon Dash Button.”

“It’s a remarkably convenient way for customers to reorder everyday items, and even adds a bit of fun to the process.”

Taryn Mitchell, global VP digital sales at RB

Allowing brands to automatically reorder products

Amazon is also offering a cloud-based Amazon Dash replenishment service (DRS), allowing brands to enable their connected devices to automatically reorder physical goods from Amazon – for example, a washing machine that reorders laundry detergent or a printer that reorders ink.

According to the company, brands can use DRS to place orders on behalf of their customers without having to build the back-end infrastructure to fulfill orders. Amazon does this work for them by leveraging authentication and payment systems, customer service and the fulfillment network. Brands already working on integrating DRS include Bosch and Siemens as well as Samsung.

“By integrating the Home Connect app with Amazon Dash Replenishment, customers have one less thing to worry about – through Dash Replenishment, Bosch and Siemens dishwashers with Home Connect function can automatically reorder Dishwasher tablets so you never run out,” says Mario Pieper, chief digital officer at BSH Home Appliances Group.


Learn more about digital innovation at the Festival of Marketing, which is running on the 5 and 6 October at Tobacco Dock, London. For more information about the event, including how to book tickets, click here.