Marketers Say Debuting Amazon Dash Right Before April Fools’ Day Was Genius
The futuristic cartoon “The Jetsons” seems to be referenced quite a bit in reference to the Amazon Dash button, debuted just before April Fools’ Day. Perhaps the “misadventures of a futuristic family” as IMDB puts it, is quite relevant to the new product from Amazon since it gets used hopefully to avoid misadventure of running out of frequently used household goods.
The physical button allows consumers to instantly re-order products frequently used (i.e. toilet paper, coffee) by pressing a button. With a connection to WiFi, the Amazon Prime smartphone app will allow control over quantity, but the order is initiated by pressing the actual button, that is encouraged to be placed near the item to be reordered.
Having this product debut in time for April Fools’ Day allowed it to catch in a frenzy of tweets speculating whether or not the product was real (as companies sometimes take a nice chunk of their budget to create fake products for the special day).
Amazon confirmed that Dash is “a genuine step forward in digital retail. ‘You should think of it as a physical representation of the one-click button from the website,’ Kinley Pearsall, an Amazon spokesperson, told MarketWatch.”
It’s possible that the confusion actually helped marketing the product since it got people talking and drove traffic to the site.
Do you see Dash as being innovative? Why or why not?
How do you think the timing of the debut of Dash affected the response? Why do you think it might remain or fade away in use?