Amazon adds 50+ Dash brands, but data shows only 47% use purchased buttons

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Amazon has expanded its selection of Dash Buttons, adding more than 50 new brands to the Dash program. In addition to newly added household brands like Campbell’s Soup, Dial Liquid Hand Soap, and Quilted Northern, the Dash program now includes toy brands Nerf and Play-Doh, and the music equipment brand D’Addario.

According to the announcement, the e-commerce giant is receiving, at least, two orders per minute via a Dash button, with the total number of Dash Button orders up 70 percent since March.

In just the last three months, total Dash Button orders have grown by 70%, with order frequency doubling and Dash Button orders now occurring over twice a minute; for many popular items, more than half of Amazon orders are now made via Dash Buttons Amazon Press Release

While Amazon continues to grow its Dash Program, Slice Intelligence, an e-commerce analytics firm, claims only 47 percent of people who purchase a Dash Button end up using it.

Going off its panel of more than 4 million online shoppers, Slice says Amazon’s top ten most popular Dash brands – based on orders from March 31, 2015 through June 18 of this year – included: Tide, Bounty, Cottonelle, Glad, Charmin, Gatorade, Mrs. Meyers, Smartwater, Gillete and Ziplock.

At 21 percent, Tide owned the largest share of orders among the top brands during the past year, followed by Bounty at 18 percent. For Charmin, Gatorade, Mrs. Meyers, Smartwater, Gillete and Ziplock, share of orders were at six percent or less.

Slice’s data shows 85 percent of all Dash orders during January and February of this year were limited to the program’s top ten brands; but, in March, that number dropped to 65 percent when Amazon tripled the number of brands available through the program.

As of last month, Slice’s data shows the ten most popular Dash brands accounted for just over half of all Dash orders at 56 percent. So, even if only 47 percent of people buying Dash Buttons are using them, the purchasing habits of Dash Button users are moving steadily beyond the program’s ten most popular brands.