Amazon is launching a paid search product as it seeks to monetize the heavy ecommerce traffic the site commands. A recent survey shows that nearly half of online shoppers start their search on Amazon, so it is only natural for the ecommerce giant to give Google, the undisputed leader in paid search, a run for its money. In addition to promoted search results, the Seattle-based ecommerce behemoth also says it also plans to create customized pages for brands not selling on Amazon. For example, auto marketers can create detailed product pages on Amazon that offer consumers more product information, reviews, and a link to set up test drives.
In related news, Amazon is also adding virtual Dash Buttons” to the home page of its website and mobile apps. Introduced in April 2015, Dash Buttons are branded, connected physical buttons that Amazon Prime customers can push for a quick reordering. Now with the virtual buttons that Amazon shoppers can customize based on their preferences, Amazon is making one-click habitual reordering even easier and readily accessible.
\What Brands Need To Do
Amazon’s two new products both aim to leverage its massive scale to further its market dominance and lock in online shoppers. For brands selling on Amazon, the paid search ads may be worth a try for a short-term boost in visibility. The Dash Button, on the other hand, is a great tool for brands to develop and maintain consumer loyalty by enabling convenient reordering. For brands with CPG products, it would be wise to work with Amazon to develop their own branded buttons to cultivate a long-term relationship with consumers.With the popularization of connected devices, we expect to see more automatic replenishment services like Amazon Dash pop up in the near future.
Source: AdExchanger & ARS Technina
Amazon is now allowing anyone to create their own Dash Button with the release of a programmable version. While looking pretty much identical to existing Dash Buttons, which enable one-push reordering of products from one of more than 100 brands, the new AWS IoT Button can be programmed to trigger a task or service , such as remotely starting a coffee maker, hailing an Uber ride, or locking the front door, all with a simple tap. These AWS IoT Buttons, which will cost $19.95 each, can also integrate third-party APIs from Twitter, Facebook, or Slack to extend its function to social spheres.
What Brands Need To Do
This new product from Amazon offers a way for brands to create a physical presence in customers’ homes with a one-touch connection to their product or service. For example, an auto brand may devise a button for starting cars remotely or a pizza brand could make a “push-to-order” button (like a physical version of the “Push for Pizza” app). Amazon has made an interesting way for brands to reduce friction in customers’ lives with simple devices that boost loyalty.
Header image is a promotional image courtesy of Amazon
Following Whirlpool’s announcement at CES to incorporate Amazon’s Dash Replenishment Service (DRS) into its smart appliances, Amazon has announced today that a slew of connected devices have gained automatic reordering capability via DRS. The line-up includes select models of Brother printers, a GE washing machine, and the Gmate SMART blood glucose monitor, which will be able to reorder printing ink, detergent, and testing strips and lancets, respectively, when supply runs low.
What Brands Need To Do
Automatic reordering is a great tool for developing and maintaining consumer loyalty. Amazon’s DRS makes it easier for CPG brands to forge win-win partnerships with manufacturers of smart appliances so as to cultivate a long-term relationship with consumers that encourages habitual re-purchase.
Now that all prime members can get their own dash buttons, Amazon is expanding the program from 18 brands to include a total of 29 different brands, adding new household names such as Orbit, Smartwater, and L’Oreal. Moreover, the ecommerce giant is also offering credit refund for the first Dash button purchase to incentivize users to try out the physical “one-click buy button”.
What Brands Should Do
With the new expansion, Dash Buttons now cover more than 500 CPG products for Amazon shoppers to purchase with a simple press. As we previously wrote, any brands with a regularly-replenished consumer product would be wise to get on board now and develop their own branded buttons to cultivate a long-term relationship with consumers.
Source: 9to5 Toys
The much-hyped Amazon Dash Buttons are finally here, available for all Prime members to purchase at $4.99 a piece. Back when it first launched four months ago, the bluetooth-enabled gadgets were initially offered for free to select Prime members by invitation only.
What Brands Should Do
As of now, there are 18 different branded Dash Buttons available, with nearly all of them created for household products. This means there is still many other CPG categories that could benefit greatly from putting out their own physical buy buttons to cultivate a long-term relationship with consumers that encourages habitual re-purchase. CPG brands should consider partnering with Amazon soon in order to gain the first-mover advantage.
Source: The Verge
Header image taken from Amazon’s site for “Dash Button“.