Blog: Dean BestAmazon Dash launches in Europe

Dean Best | 31 August 2016

Amazon Dash, the service that allows consumers to re-order products at home through the retail giant at the touch of a button, has been launched in three European markets.

The service made its debut in the US last year and today (31 August) Amazon announced it had rolled out Dash across the Atlantic and into the UK, Germany and Austria.

The wifi-connected buttons are available to subscribers to Amazon's membership scheme Prime and cost GBP4.99 (in the UK) and EUR4.99 on the continent. Users effectively get the cost of the buttons back, with a GBP4.99 discount taken off the first order.

In the UK, over 40 brands have already signed up to sell their products through Amazon Dash, including Nestle's Nescafe Dolce Gusto, Whiskas cat food, Ariel washing powder and Durex condoms.

A number of food manufacturers are using Amazon Dash in the US but, so far, no food brands have signed up to the service in the UK. Asked if Amazon will announce food brands have joined Dash in the UK at a later date, a spokesperson for the retailer in the country said: "We’re excited to launch with over 40 household brands and we’ll be adding more brands and buttons over time."

More than 30 brands in Germany are using the Dash button, including local organic food business Bio-Zentrale, which seems a little strange, given the potential environmental impact of having a number of one-off deliveries of products using the Dash button arriving at your door.

At the time of writing, Biozentrale had not returned requests for comment on why it had signed up to Amazon Dash.

Amazon had also not returned a request for comment on the brands that has signed up to Dash in Austria, although given the border with Germany and the way some CPG companies manage their sales in the region, it would be a surprise if the products differed massively.

While the likes of Reckitt Benckiser and Procter and Gamble have signed up brands to the service, one home and personal care peer - Unilever - is notably absent.

Announcing the UK launch today, Amazon said the Dash service had seen "continued growth" in the US since its launch last year, "with the number of brands, orders and items available all increasing at a rapid pace".

"In the last two months, Dash Button orders have increased by three times and orders via Dash Button take place at a rate of over twice a minute. The number of Dash Button brands available in the US has also expanded four times faster in 2016 compared with 2015," the retailer said.

The number of food brands in the US to use Amazon Dash has increased since its launch. Earlier this month, confectionery giant Perfetti Van Melle added Amazon Dash to its sales tools for its Mentos brand in the US.

In April, PepsiCo and General Mills signed brands including Doritos and Nature Valley up to Amazon Dash in the US. At the time, Daniel Rausch, director of Amazon Dash, claimed Dash Button orders had grown by more than 75% in the previous three months.

Announcing the launch of Dash buttons for brands including Air Wick, Dettol and Durex in the UK, owner Reckitt Benckiser said it had "seen great engagement from our customers in the US" when it signed up to the service there.

"The Dash Button makes it easier than ever to stay stocked-up on the essential items you use every day," Taryn Mitchell, global vice president for digital sales at Reckitt Benckiser,said. "In fact, a significant number of the orders we see through Amazon today are placed via the Amazon Dash Button. It's a remarkably convenient way for customers to reorder everyday items, and even adds a bit of fun to the process."

Sectors: Multichannel

Companies: Unilever

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