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CPG Companies Begin Testing Amazon.com “Dash Button”

April 15, 2015: 12:00 AM EST
Big CPG companies are testing Amazon.com’s innovative “Dash Button,” a small plastic device installed in rooms around the home that allows consumers to re-order common household items, like food, beverages, detergents, etc. Each button is unique to a product and is installed in appropriate areas (e.g., kitchen, laundry). P&G, Clorox, Coca-Cola and Kraft are testing their versions of the Dash Button with Amazon Prime members who receive the buttons on an invitation-only basis during testing. A wide-scale rollout is expected; Amazon has already unveiled a Dash Replenishment Service (DRS) and has asked manufacturers to incorporate the technology into product designs.
Alarice Rajagopal, "Amazon Creates Potential Edge for Major CPG Brands", Consumer Goods Technology, April 15, 2015, © Edgell Communications
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