Brief:

• Amazon added more device makers to its Dash Replenishment program that automatically re-orders products from its e-commerce site. Consumables like printer ink and coffee filters from HP, Kenmore, 3M’s Filtrete brand, Epson, Blustream, Illy and Petcube can now be re-ordered directly from devices offered by these companies when supplies get low, per a statement.

• Amazon also created a Virtual Dash Button Service (VDBS) with a software development kit (SDK) that lets brands offer virtual Dash Buttons on mobile devices. Virtual Dash Buttons are shortcuts that let subscribers of its Prime shopping service quickly find and reorder products.

• Dash Replenishment equips Internet of Things (IoT) devices to measure supply consumption through a variety of inputs, including infrared, pressure flow, weight and other sensors. For example, a Dash Replenishment-enabled washing machine can automatically reorder detergent or a smart printer can automatically reorder ink.

Insight:

The news is another example of how Amazon is expanding beyond being simply an e-commerce site to offer, in this case, technology services to brands that ultimately will drive e-commerce sales. Given Amazon's large user base, these integrations promise to offer added convenience for the brands' customers. 

As more device makers develop products that can connect to the internet, Amazon wants to be there as the e-commerce platform to supply consumable products that people may forget to re-order ahead of time. HP’s printers will be able to automatically re-order ink, while Kenmore appliances will sense when supplies like detergents run low, letting consumers focus on other things.

With Amazon’s Virtual Dash Button Service, the program has expanded to all devices with a screen, which is another major convenience for consumers who won’t have to keep track of dozens of single-button gadgets. One-click ordering features can be maintained on a single device, such as a tablet, smartphone or digital assistant.

Amazon’s Dash buttons, which are devices branded with popular commodity items like Ziploc and Pepperidge Farm for quick online re-orders, have been successful among brands. Since their introduction a couple of years ago, the Dash program has grown in terms of use and available brands.

The success of Dash has prompted some brands to build their own connected devices for re-ordering. This week, Campari and ThinFilm introduced NFC-enabled fridge magnets for re-ordering the distributor's several liquor brands.