Dive Brief:

• Tuesday—one day before April Fool's Day—Amazon introduced a new Internet-of-Things service that had everyone wondering whether it was real or a stunt. 
• The Dash Button is a small WiFi-enabled device that is meant to be installed near common household items—toilet paper, soap, etc.—that automatically reorders items with one push of a button. 
• Marketers expressed to AdWeek that releasing the hard-to-believe product right before April 1 was a stroke of genius, as it sparked more conversation than the device would have garnered on its own. 

Dive Insight: 

The Amazon Dash confusion is an example of a coincidence—or maybe carefully orchestrated decision—gone right. Even though many people thought it was a hoax, the announcement had people talking and likely doing their own research to see if the new device was real.