Amazon adds 66 new Dash buttons, cites “exponential growth” of Dash orders

Amazon has added 66 new Dash buttons to its lineup, bringing the lineup to a total of 226 buttons.

Among the new brands and products that can be ordered via the one-touch buttons are Coca-Cola, which offers Coke, Diet Coke, Powerade and Dasani water to Dash users, plus well-known consumer brands like Purell, Pop-Tarts, Folgers, Meow Mix, Milk Bone and others.

Amazon has also expanded the number of its own Dash buttons available to Prime members. The three new options that can be ordered via Dash are Amazon gift cards, Amazon Basics batteries and Amazon Basics pet supplies. Those are in addition to the Amazon Elements diapers Dash button that was previously available.

Dash buttons let Amazon Prime members push a button to automatically re-order products before they run out. The buttons are designed to be placed anywhere around the house and are programmed via an Amazon mobile app. Each button costs $4.99, and a customer’s first button order includes a $4.99 credit toward the first product order.

When Amazon launched Dash buttons on March 31, 2015, many thought it was an early April Fools’ joke. Not the case. In addition to announcing the 66 new Dash brands, Amazon is also touting their growth.

“We’re seeing exponential growth for the program and orders increased over 5x in the last year,” said Daniel Rausch, Director of Amazon Dash, in the company’s announcement. In typical Amazon fashion, though, there’s no baseline given to add perspective on what that 5x growth really means. Amazon also says that some individual products — from brands like Hefty, Peet’s Coffee and Arm & Hammer — see a majority of their Amazon orders made through the Dash button.

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Matt McGee

Matt McGee is the Editor-In-Chief of Marketing Land and Search Engine Land. His news career includes time spent in TV, radio, and print journalism. After leaving traditional media in the mid-1990s, he began developing and marketing websites and continued to provide consulting services for more than 15 years. His SEO and social media clients ranged from mom-and-pop small businesses to one of the Top 5 online retailers. Matt is a longtime speaker at marketing events around the U.S., including keynote and panelist roles. He can be found on Twitter at @MattMcGee. You can read Matt’s disclosures on his personal blog. You can reach Matt via email using our Contact page.