Amazon, the online retail superstore, is currently testing out a new program that would allow users to further utilize one-click ordering through the use of dedicated buttons. The “Dash button,” as it is being marketed, makes it simple to re-order Tide for washing purposes.
The premise is simple; the button arrives and consumers place it in their desired spot. For the purpose of laundry, one would place it on or next to their washing machine. When they recognize they are low on laundry detergent, the simple click of the button will re-order the Tide of their choice and have it delivered to the home.
The Dash buttons reach extends past simply Tide, however. Amazon has developed buttons, in conjunction with other companies, to help consumers quickly access their needs and fulfill them. Bounty, Gillette, Gatorade, Kraft and Glad have all signed on to offer Dash Buttons with Amazon.
The Dash Button is, seemingly, an extension of Amazon’s one-click ordering, as well as same-day delivery that recently rolled out in test cities. In fact, it is a seemingly intuitive move forward for the company that has long prided itself on anticipating its consumers’ needs.
While seemingly convenient, there is some backlash to these dash buttons. Some have even found that such a button sets off some sort of existential crisis, leaving consumers wondering just how tuned into their day-to-day lives they really are. Others have wondered if these clever marketing ploys are simply a simple and easy way for companies to maximize profitability.
Users who tested out the Dash Buttons in their own homes have found a few issues with the process. While they work just fine, and as intended, users did note a few intrinsic problems.
First and foremost; the Dash Buttons for products severely limit the products that can be ordered, and the quantities in which you can order them. For example, you can order Gillette Mach Turbo razors, but not traditional Mach razor options. You are also limited to cartridges rather than an entire system.
Frugality-minded testers also found that the interface for the Dash Button strips down the Amazon interface and doesn’t allow users to see the pricing per ounce, or other important monetary information. Coupled with the limited product choices, the Dash Button seems like an easy way to over spend, some concerned reviewers noted.