Amazon Buttons And How They’ll Affect Your Business

Category: Marketing Dilemmas

Click a button and your preprogrammed order will arrive within 48 hours. Amazon is in pursuit of making your life easier, in lieu of micro-moments.

Amazon is an ambitious company. People often forget they started out selling books. Now, they’ve become a part of your home. When in doubt, get it on Amazon. You’ll find the best deal possible and have the freedom to compare prices and brands easily. Need it in a rush? Use Amazon Prime. Want something to watch or music to listen to? No problem – as a Prime member, you can fulfill all your media needs.

We’ve put together some quick information regarding the Buttons and how they work.

What are Amazon Dash Buttons?

They’re Wi-Fi connected devices that allow you to purchase specific items for your home with Amazon’s Prime services. (Amazon Dash also consists of Amazon Wand and the Amazon Wand Replenishment Service.) If it’s the middle of the week and you’re running out of toothpaste, just press the Button and your order will arrive in just two days.

How do they work & where can I get one?

Before you purchase a Dash Button, you need an Amazon Prime account. (The full year subscription is $99.00.) Then, assess the type of products you need for your home and order the Buttons you want. All you need to get started with the Buttons are a Wi-Fi connection, smartphone or tablet, and to enable your location settings. Download the app, follow the instructions to choose quantity and shipping preferences. Once you’re all set, simply press the button when you’re running low on supplies.

What can they be used for?

Currently, there’s practically a Dash Button for anything related to home needs. These include but are not limited to bottled water, disinfecting wipes, toilet paper, toothpaste, pet supplies, sandwich bags, dish detergent, napkins, coffee, trash bags, multivitamins, chips, jerky, energy drinks, cough medicine, feminine products, paper products, and more. They have everything short of express food delivery or plumbing services.

What are the benefits?

  • For Buyers: Amazon wants to eliminate the friction buyers might have when consumers go online to order something. The Buttons make shopping quick and easy, without the extra steps. Users can just sit back and relax while their order makes its way home.
  • For Businesses: Participants can increase knowledge about their consumers by looking at data generated with each push. This way, insights can be made and better strategies can be executed.
  • For Amazon: Makes more money through repeat customers. Continuous button users generate a steady stream of revenue.

What are the drawbacks?

  • These devices could trap consumers into repeatedly buying the same brand without discovering other, maybe better options.
  • Consumers may not be getting the better bargain or product anymore. In the end, they’re paying more for the convenience and not saving money in the long run.
  • You have to get Amazon Prime just to use the button, which is $99 a year.
  • Generic brands are missing out on this consumer love.
  • Small businesses will suffer if people purchase everyday household items from the comfort of their home, instead of walking or driving over to the local bodega or pharmacy.
  • Amazon is telling you exactly what you need. Some consumers might be turned off by this level of aggressiveness.

The biggest problem with Amazon Dash Buttons? They assume people are mindless, forgetful, and straight out irresponsible for their everyday well-being. As Ian Crouch of  the New Yorker aptly stated, “…only a chump would ever run out of toilet paper.”

The forced brand loyalty imposed by Amazon Buttons might be a turnoff for today’s shoppers. Most consumers, especially Millennials, just aren’t ready to commit to specific brands. They also are less likely to commit to an Amazon Prime membership in the first place just to receive a button they can’t even wear.

Since Millennials are the largest generation in U.S. History and are poised to dominate the 2017 market, shouldn’t we be focused on them? When marketing to Gen Yers, a strong brand just doesn’t do it. These digital natives are accustomed to instant access to product prices from all over the web and love to compare them. Interestingly, about 54% of them still compare prices in stores.

So don’t panic just yet. If you don’t have one of these plastic toggles assigned to your brand right now, no one will notice. The only way for Amazon Dash Buttons to really make an impact on smaller businesses is if they become a household phenomenon like the microwave. But who knows what’ll happen in a few years? Amazon may wipe out all Dash Buttons and replace them with their next generation tech. I guess we’ll just have to wait and see.

Loading Facebook Comments ...