What Amazon’s Discontinued Dash Button Says About their Customer Experience
Amazon has revolutionized the shopping experiences in many ways. They’ve streamlined the shopping experience in such a way that has allowed customers to place an order in under a minute. Their shopping experience has gone through so many revisions that some of their innovations have been phased out of the shopping experience. One example: the Amazon Dash Button.
I remember the Dash Button introduction. In 2015 Amazon announced customers could restock on their frequently used products with just the click of a button. Not a digital button, but a physical button. This meant getting another order of paper towels was as easy as selecting your floor on an elevator. The product release was right around April Fool’s Day, and I thought it was a joke. It was not a joke, but it really wasn’t a revolution in shopping.
The Dash Button spoke to Amazon’s customer experience. Then, the Button was discontinued in 2019. The end of this button also speak to Amazon’s expectations for its customers moving forward. While the Dash Button still exists in a digital format, the physical button meant something more to the company, and will become an interesting casualty during Amazon’s expansion in the 2010’s.
