Need Trojans in a Hurry? There's Now an Amazon Dash Button

No Joke: Condom Entry Helps Illustrate Dash Is Getting Serious Attention

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Trojan has launched an Amazon Dash button for folks who need to reorder condoms in a hurry -- the latest sign of growing marketer acceptance of the instant-replenishment buttons for members of the giant e-tailer's Prime service.

Credit: Church & Dwight Co.

It also might have been a decent April Fool's joke, but apparently is not. The announcement comes one year exactly after Amazon's original Dash announcement raised suspicions that the usually solemn and reticent retailer was trying to pull a fast one, getting a day's head start on a giant gag. Today's announcement in part helps point out how seriously marketers are actually taking Dash.

Besides Church & Dwight Co.'s world-leading prophylactic, other brands with recent Dash entries include ConAgra Foods' Slim Jim, Edgewell's Schick Hydro, Energizer batteries, Seventh Generation and Honest Tea.

In reporting that consumer packaged goods e-commerce sales had soared 42% last year, 1010data credited Dash for some of the outsized success by some brands, including Procter & Gamble Co.'s Tide and Kimberly-Clark Corp.'s Huggies.

In a later report covering the period through Jan. 2016, 1010data reported that P&G led all CPGs, accounting for 31% of Dash button sales behind brands that also include Bounty. Kimberly-Clark, with entries from Huggies and Cottonelle, was number two at 14%, and Clorox Co., led by disinfecting wipes, was No. 3 at 11.7%.

Brand Share of Buttons
P&G 31.0%
Kimberly Clark 14.0%
Clorox 11.7%
PepsiCo 7.5%
SC Johnson 5.5%
Kraft Heinz 5.0%
Reckitt Benckiser 4.3%
Amazon 4.1%
Coca Cola 3.7%
Wellness 2.6%
Other 10.6%
Sales of Amazon's Dash Button May 2015-Jan 2016.
Other includes Optimum Nutrition, Reynolds Consumer Products, The Nutro Company, Wrigley, Georgia-Pacific, Larabar, Hershey's and Nestle.
Source: 1010data.

Top selling individual buttons were for Tide Pods and powder, followed by Bounty and Cottonelle, according to 1010data, which bases its calculation on analysis of the clickstreams of more than 10 million online panelists.

With some of the original category exclusive periods having expired, new competitors -- such as P&G's Charmin, Georgia-Pacific's Brawny and many more are piling into the Dash fray, so shares for the leaders are likely to decline.

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