Amazon adds more Dash Buttons, but is anyone really using them?

According to market research firm ​Slice Intelligence, fewer than 50 percent of people who bought a Dash Button made an order.

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The Tide Dash Button.

Amazon

Amazon said it added 50 new brands to its Dash Button program, including Campbell's Soup, Cascade, Clif Bar, Dial, and Nerf (for those elusive darts).

According to Amazon, Prime members are big fans of the Dash Button. Users of the service place an order about twice a minute, and overall Dash Button orders have increased 70 percent over the last three months.

But according to market research firm Slice Intelligence, fewer than 50 percent of people who bought a Dash Button made an order. The most pushed Dash Button is Tide, followed by Bounty, Cottonelle, and Glad. And while Tide is the most ordered Dash Button, Gatorade tops out on spending, with the average shopper purchasing around $120 worth of the sports drink.

If Slice's data is even remotely accurate, it suggests that a lot of Dash Buttons go mostly unused. But, for Amazon, these statistics probably don't matter much. The e-commerce giant has turned the Dash Button into an Internet of Things play through the development of the Dash Replenishment Service (DRS). The DRS can either be directly built into hardware to automatically order supplies when they run low, or exist as its own standalone button.

Last October, Amazon significantly widened the ecosystem of hardware partners participating in DRS, with Samsung, General Electric, Oster, and a host of others signing up to build devices and appliances that can reorder products without any help at all. In January, the first batch of Dash-powered devices went live.

Previously: Amazon's Dash Button turns one, triples available brands | Amazon's Echo Dot, Tap, Alexa equate to Amazon Everywhere strategy | Amazon activates Dash Replenishment Service on select gadgets

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