Wednesday, April 8

Amazon Dash

Just in time for April Fools' Day, Amazon released a new product that turned out to be no joke and just might be the first step toward e-commerce of the future.

Amazon Dash.

Amazon Dash is a small, branded button you place right where you use your favorite household products, like Tide or Bounty or Maxwell House or Gillette or Cottonelle. Let's face it, these are things you hate to run out of. When you're getting low on the product, right in that moment, you simply push the button to reorder. There's also a wand you can use to walk around your entire house as you voice-select products that need replenishment.

Free for Amazon Prime members. Of course...loyalty and membership has its rewards!

First of all, the convenience is staggering. No shopping lists, no checkout carts, no loading the car...just simply reordering. No over-thinking the process.

And the brand partnership opportunities are new and fresh, in categories that are very mature and established.

But what about pricing? What about discounts? Are coupons a thing of the past? Apparently. Amazon Dash completely strips out the brand's opportunity to push promotional windows and drive promotional volume, something that most consumer package goods rely on. Or has it? Hmm.

Again, the brand partnership opportunities are new and fresh.

I think it's amazingly cool. Is it the I have a feeling it's just a stop along the way toward better and better, faster and faster, product delivery systems for shoppers. It is certainly proof that Amazon is aiming to be the world's largest, most pervasive retailer. According to the NRF (National Retail Federation), it cracked the top ten for the first time last year. And counting.

Innovation is usually just a step along the way, if you think about it. And this is a bold step.

What's your experience? JIM.

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