Less than half of dash users ever push the button

This morning Amazon announced that they are expanding the Wi-Fi connected Dash Button product line to cover over 100 brands, allowing customers to replenish items ranging from Doritos to Trojans with a click of the button.  Slice Intelligence found that among the current button line-up available for purchase, fewer than fifty percent of people that bought Dash Buttons actually made an order.

The top selling button available to buyers is for Tide. The Tide SKU available is for the 81-count package of Tide laundry pods, priced at $19.97.

Among those that made a purchase of the brand for which they had bought a button, the average spend per order has varied between $10.76, and $27.11 dollars per order, with Bounty having the highest average spend. On average, Dash Button users order items about once every two months.

The people who are buying these buttons are look like the classic techie early adopters– affluent males.  This finding isn't a surprise, given that this is a brand-new technology product, albeit a simple one, tied to a single household account. As traditionally seen with early products, the buttons are only being purchased by a very small subset of the online shopping population. With the introduction of more brands, the buttons may be adopted by the larger set of the population.

With a panel of over 4 million online shoppers, Slice Intelligence gives the most detailed, and accurate digital commerce data available, and is reported daily.

Slice Intelligence is the only service to measure digital commerce directly from the consumer, across all retailers, at the item level, and over time. Our retailer-independent methodology precisely measures commerce as it happens. By extracting detailed information from hundreds of millions of aggregated and anonymized e-receipts, Slice can map the entire Purchase Graph, connecting each and every consumer to all their purchases.

Slice gets its data from e-receipts – not a browser, app or software installed by the end-user – so its measurement reflects comprehensive shopping behavior across multiple devices, over time which are key in an increasingly omnichannel retail world.