Tom Dougherty, CEO – Stealing Share
5 March 2019
Amazon Dash never really made sense
I admire Amazon’s product ingenuity. So much that I own just about as many Amazon devices as I do from Apple — which is quite the feat for an uber-Apple fan like me. My expectations are a little different between the two. But it still amazes me to think about all the Amazon products I do own. However, I never considered buying Amazon Dash.
From the get go, I felt that Amazon Dash was interesting. But I never understood how its purpose could ever translate beyond the drawing room floor. With it, folks get a button enshrouded with a brand logo. And when you were out of said brand, you just push the button and Amazon sends it your way.
Dash buttons are made for anything from Tide to Gatorade to Bounty. In the Dash’ final days, 6000 orders a day were made via the process. But those are paltry numbers in the world of Amazon. And the reason why Dash is no more.
“As an involved grandparent, I was terrified of having a grandchild getting a hold of an Amazon Dash, pressing on it about a hundred times and 3,000 Gillette razors arriving on my doorstep the next day.”
Amazon Dash seemed like antiquated technology from the onset
As an involved grandparent, I was terrified of having a grandchild getting a hold of an Amazon Dash, pressing on it about a hundred times and 3,000 Gillette razors arriving on my doorstep the next day. And what if I were to have these little branded buttons all over my house? The fun and games for the kids could have been endless.
What’s more, the device came out right about the same time as the Echo, Amazon’s voice activated speaker system. For anyone owning an Echo (that’s 100 million devices sold), one can order simply by asking Alexa. So then, who the heck needs the Dash?
I admire Amazon because it has an innate ability to trim its technological fat. If something doesn’t pan out, it drops it. Consider the quickly departed Fire Phone, for instance.
So, the demise of the Amazon Dash isn’t a surprise. In fact, it was expected.
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