Amazon expands its Dash Button lineup with more than 50 new products including NERF, Play-Doh, Cliff Bar, more


Amazon this morning announced that it is adding more than 50 new Dash Buttons to its ever expanding lineup. Today’s news brings popular brands like NERF, Play-Doh, Cliff Bar, Mentos, Campbell’s Soup and more to the fold. This move comes on the heels of a Wall Street Journal report that Amazon has plans to double down on its one-press ordering system despite moderate conversion rates from new customers.

Of course, Amazon is continuing to offer new Dash users a $4.99 credit after the first push of a button. This is not a new promotion but still stands as a great way to give this service a try. Some other standouts from today’s additions include:

Head below for a look at the full press release and more details…


Amazon Dash Button Continues Rapid GrowthOrders Increase; Brands, Categories and Selection Expand

Program welcomes more than 50 new brands and adds toys and musical equipment categories with the addition of brands such as NERF, PLAY-DOH and D’Addario

 Dash Button boasts accelerated growth in 2016 with brands expanding over 4x faster than 2015

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

Prime members have even more choices to easily order everyday essentials from name brands such as Campbell’s Soup, Cascade, Clif Bar, D’Addario, Dial Liquid Hand Soap, FIJI Water, FoodSaver, Pepperidge Farm Goldfish Crackers, Hubert’s Lemonade, Lavazza, Mentos, Nutiva, Puffs, Quilted Northern, simplehuman, Trident, V8 Vegetable Juice, and many others

 SEATTLE—June 28, 2016—(NASDAQ: AMZN)—Amazon today announced another expansion for Dash Button (, adding more than 50 new brands to the program. Prime members will now find a Dash Button from brands such as Campbell’s Soup, Cascade, Clif Bar, Dial Liquid Hand Soap, FIJI Water, FoodSaver, Pepperidge Farm Goldfish Crackers, Hubert’s Lemonade, Lavazza, Mentos, NERF, Nutiva, PLAY-DOH, Puffs, Quilted Northern, simplehuman, Trident, V8 Vegetable Juice, and many others.

Over the last three months, Prime members are increasingly using Dash Button to order everyday essentials with order frequency doubling, now taking place over twice a minute. In fact, for popular items such as a pack of 8 Bounty paper towels and a 30-ounce canister of Maxwell House ground coffee, more than half of Amazon orders are now made via Dash Button. Also, in just three months, total Dash Button orders grew by 70%.  

 New retail categories, including musical equipment and toys join the program, which now offers Prime members over 150 Dash Buttons representing thousands of products from popular brands. With Dash Button, customers don’t have to worry about running out of everyday essentials whether that’s guitar strings for musicians or NERF darts and PLAY-DOH for kids. When a customer sees supplies running low, they simply press a Dash Button to order.

“This year we’ve been focused on rapidly growing the Dash Button program in every dimension. In 2015, we had 29 brands on board and today we have more than 150 brands across dozens of retail categories and thousands of products—in just the last six months we added over four times more brands to the program,” said Daniel Rausch, Director of Amazon Dash. “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.”

 “The Amazon Dash Button is a huge success for Trojan Brand Condoms. It literally takes being prepared and protected to a whole new level, making condom buying as easy as pushing a button. The unexpected and fun nature of this leading edge technology from Amazon goes a long way in bringing condoms more into the mainstream as a normal consumer health product,” said Bruce Weiss, Vice President of Marketing for Trojan Brand Condoms.

“At Hasbro, we’re always looking for unique ways to connect our fans with their favorite brands, and we’re thrilled to introduce for the first time ever, the NERF and PLAY-DOH brands done as an Amazon Dash Button,” said Jeff Jackson, VP Sales at Hasbro. “The Amazon Dash Button makes shopping for NERF and PLAY-DOH refills easy, fast, and fun – ensuring consumers are fully stocked with their favorite playtime essentials.”

“We know consumers want online ordering that is quick and easy. The new Amazon Dash Button allows shoppers to stock up on their favorite Campbell brands with the press of a button,” said Brian Fischel, Vice President of Diversified Channels at Campbell Soup Company. “Doorstep delivery is important to the future of shopping and we are excited for our brands to play a role in this evolving digital experience.”

 Dash Buttons are available to Prime members for $4.99, and they’re essentially free—with the first order through a Dash Button, members receive a $4.99 credit to their Amazon account. If a customer is running low on an everyday essential, they can simply press a Dash Button to automatically reorder the item at the same low prices they find sold by Amazon online and with free Prime shipping. Customers can receive a notification with every order and can change the product purchased through their Dash Button anytime. Prime members can order a Dash Button at

 About Amazon

Amazon is guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. Customer reviews, 1-Click shopping, personalized recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are some of the products and services pioneered by Amazon.


FTC: 9to5Toys is reader supported, we may earn income on affiliate links

Subscribe to the 9to5Toys YouTube Channel for all of the latest videos, reviews, and more!

Load more...
Show More Comments