Amazon is rolling out Dash – the device which allows customers to re-order branded products at the touch of a button – to more products.
The etailer has added 50 new brands to the service, which launched in the US last year, including Campbell’s Soup, Lavazza coffee, Play-Doh and V8 vegetable juice.
In total, there are now 150 branded Dash Buttons, up from 29 last year. Amazon Prime members in the US can buy Dash Buttons for $4.99, which allows them to reorder products by tapping the device.
The expansion comes despite reports that customer response to Dash has been lukewarm. Fewer than half of the customers with Dash Buttons have placed a single order via the one-touch shopping system, according to market researcher Slice Intelligence.
However, Amazon said Dash orders had grown 70% over the past three months and two purchases a minute now come via the button.
“Customers love the growing selection and are increasingly using Dash Button to skip trips to the store. Three months ago, we were excited to see orders were occurring once a minute – now that rate has doubled.
“Dash Button is resonating with Prime members and has become an innovative way for brands to stay connected with their customers, keeping them supplied with products they count on with the simple press of a button,” said Daniel Rausch, director of Amazon Dash.