Amazon Dash Adds 50 New Buttons, Expands Categories

Amazon announced another expansion of its Amazon Dash Button program, adding more than 50 new brands and increasing the total to more than 150. With the program, Amazon is bringing a growing assortment of popular consumer packaged goods sold at its marketplace into the realm of simplified, push button fulfillment gratification.

New brands added to the Dash Button program include familiar names like Campbell’s Soup, Cascade, Clif Bar, Dial Liquid Hand Soap, FIJI Water, Pepperidge Farm Goldfish Crackers, Hubert’s Lemonade, Mentos, NERF, Nutiva and PLAY-DOH.

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For some popular items such as Bounty paper towels and Maxwell House ground coffee, more than half of Amazon orders are now made via Dash Button, the company said in a release. Also, in just three months, total Dash Button orders grew by 70%. New retail categories including musical equipment and toys.

“This year we’ve been focused on rapidly growing the Dash Button program in every dimension,” said Daniel Rausch, Director of Amazon Dash, in the release. “In 2015, we had 29 brands on board and today we have more than 150 brands across dozens of retail categories and thousands of products — in just the last six months we added over four times more brands to the program.”

Rausch said that three months ago, Dash Button orders were happening once a minute, a rate which since has doubled, showing the program is resonating with the estimated 50 million-60 million U.S. Prime members.

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