CPG Companies Begin Testing Amazon.com “Dash Button”

Big CPG companies are testing Amazon.com’s innovative “Dash Button,” a small plastic device installed in rooms around the home that allows consumers to re-order common household items, like food, beverages, detergents, etc. Each button is unique to a product and is installed in appropriate areas (e.g., kitchen, laundry). P&G, Clorox, Coca-Cola and Kraft are testing their versions of the Dash Button with Amazon Prime members who receive the buttons on an invitation-only basis during testing. A wide-scale rollout is expected; Amazon has already unveiled a Dash Replenishment Service (DRS) and has asked manufacturers to incorporate the technology into product designs.