amazon dash

20 more brands are to get Amazon Dash buttons

Amazon has added 20 more brands to its range of Dash buttons following “hugely positive” feedback.

The one-press buttons are now available for more than 65 brands including Duracell, Heineken, Iams, Tassimo and Mentos.

The extension comes 10 months after Amazon first launched the Dash devices, which use wi-fi technology to send an order to Amazon with just one press, in the UK.

Amazon would not reveal take-up of the buttons, which incur an initial £4.99 charge that is refunded after the first press. But it said customers “wanted more brands and more products across more retail categories”.

Household items made up for the majority of the most popular brands ordered by Dash button since its launch in August, Amazon revealed. Andrex, Finish and Ariel were the top three bestselling items, and Nescafé Dolce Gusto - the only food and drink brand to have a Dash button at the outset - came in at number five.

However, the latest extension will see five new food and drink brands come on board, including Dad’s Root Beer, Heineken, Mentos, L’Or and Tassimo.

Three new petfood brands - Aquarian, Eukanuba and Iams - will also join the lineup after Whiskas reported selling out of its button within the first 24 hours of launching last year.

“Customers love the convenience of Dash buttons - feedback has been hugely positive and we also heard loud and clear that customers wanted more brands and more products across more retail categories,” said Jorrit Van der Meulen, vice president of devices at Amazon. “Today we’re excited to add even more top-name brands for customers.”

The rollout of Dash buttons has been slower in the UK than in the US, where Amazon offered a choice of 150 brands a year after their launch in 2015. Today, Amazon says one order is placed via a Dash button in the US every 30 seconds.

In March, Mondelez director of e-commerce Neil Ackerman said the US was far more advanced in its demand for Dash buttons than the UK, even though sales through its Oreo button in the US remained “very small”.