Procter & Gamble Leads CPG Sales via Amazon Dash Button

Procter & Gamble has taken the lion’s share of sales via Amazon’s Dash Button, the auto-replenishment system largely for popular household goods like laundry pods, paper towels, coffee and trash bags.

The top selling companies following P&G’s 31-percent share are Kimberly Clark (14%), Clorox (11.7%), PepsiCo (7.5%), SC Johnson (5.5%), and Kraft Heinz (5.0%).  

Sales data comes from 1010data’s Ecom Insights Panel. The panel consists of millions of online shoppers in the U.S. who allow 1010data to track their online behavior anonymously for market research purposes, including ecommerce activity.

Amazon’s Dash Button has been available since the summer of 2015. It features an image of the brand it will re-order only for Amazon Prime members. To drive adoption, the buttons cost $4.99 and the customer receives a $4.99 credit on the first purchase.

The physical button has a sticky back and a hook so that it can be placed just about anywhere. As consumers realize they are running low on an item, they press the button and the product will automatically be shipped.  

From May 2015 to January 2016, the top selling individual buttons were Tide Pods and Powder Dash Button (P&G), Bounty Dash Button (P&G), Cottonelle Dash Button (Kimberly Clark), Glad Bags Dash Button (Clorox), and Gatorade Dash Button (PepsiCo).

Amazon’s next phase will be to integrate a Dash Button into items such as a Whirlpool washing machine or a Brother printer so it can auto-sense when something is about to run out and need to be ordered.