Amazon is bringing its pioneering Dash button to the UK for its Prime customers.
The Dash button is a physical device which when pressed automatically orders a household item that has run out.
Around 50 common branded household items including nappies, condoms, toilet roll and dishwasher tablets can now all be ordered with the one-touch device and delivered the next day.
Prime customers can purchase the Dash, which are basically branded wireless buttons connected to your houses Wi-Fi for £4.99.
However, this amount it deducted from the first order of whichever item the button is assigned to rendering it essentially free.
All the buttons are powered by Amazon‘s Dash Replenishment Service (DRS) which can be built directly into products like printers which order new ink whenever it runs out.
The Dash is set up using a free Amazon app. Second presses of the button are disregarded to avoid accidental ordering and the number of items can be changed via notification email after the button has been pressed.
“There is no retail therapy in buying toilet roll or bin bags. It‘s just work,” director of Amazon Dash, Daniel Rausch said.
“We wanted to take the one-click experience from our website and put it right where people need it most, in the home, near the products that run out. So that buying them is no longer work.”
The concept has been tested in the US and although Amazon has not released any figures they have said that orders of the offered items increased three fold.
Some of the initial brands on offer are: Air Wick, Andrex, Ariel, Cesar, Dettol, Durex, Fairy, Finish, Gillette, Huggies, Listerine, Nerf, NescafÃ©, Nicorette, Olay, Pedigree, Play-doh, Regaine, Right Guard, Rimmel, Vanish and Wilkinson.