PepsiCo, General Mills, and ConAgra employ Amazon Dash button in e-commerce plans
- PepsiCo, General Mills, and ConAgra have signed up one or more brands to join Amazon Dash service. Amazon Dash launched last year and enables consumers to touch a branded button set up in their home to re-order products automatically.
- PepsiCo added Doritos, Quaker, Stacy's Pita Chips, and O.N.E. coconut water; General Mills added Nature Valley snack bars; and ConAgra added Hunt's tomatoes, Slim Jim, Orville Redenbacher's popcorn, and David sunflower seeds.
- The service, launched last year, now has 78 consumer products signed up.
Last month, a 1010data report found that three major food and beverage manufacturers made the top 10 brands with the highest market share of Amazon Dash button sales: PepsiCo, Kraft Heinz, and Coca-Cola. After earning the No. 4 ranking on that list and having its Gatorade button rank No. 5 among top-selling individual buttons, PepsiCo has expanded its Amazon Dash offerings this year.
This steady rate of adoption among food and beverage brands demonstrates the efficacy of Amazon Dash and the benefits manufacturers can derive from integrating re-order buttons into e-commerce strategy.
Having an e-commerce strategy has become increasingly important for CPG brands. However, the logistics of shipping individual online orders, particularly for products that have to stay cool, have made e-commerce challenging for many.
Shelf stability removes some of the complications for manufacturers. Hershey, for example, has yet to put chocolate products on Amazon Dash. But the company has obtained buttons for Ice Breakers and Orbit Gum.
- Just-Food (subscription) PepsiCo, General Mills sign up brands for Amazon Dash