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Failure Case Study: Amazon Dash

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  • 23 Pages
  • October 2019
  • Region: Global
  • GlobalData
  • ID: 4856502
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Failure Case Study: Amazon Dash

Failure Case Study: Amazon Dash is part of the author's Successes and Failures research. It examines the details of and reasons behind the failure of Amazon Dash buttons, intended to make at-home shopping easier. It delivers the critical what?, why?, and so what? analysis to teach you crucial lessons that increase your chances of launching successful products.

A real-life, Easy button, Amazon Dash were adhesive buttons connected to Wi-Fi that allowed customers to press whenever they wanted a refill of their favorite household items (as well as a few off items). While initially viewed as evidence of Amazon invading the home of consumers, ultimately this was an inconsequential and uninspired attempt to encourage shoppers to press and purchase without a second thought. With the competition of much more sophisticated technology and overall usage issues, the buttons disappeared as another example of a company not understanding consumer needs.


  • Amazon introduced the Dash button after virtual assistants had started to take off, making the concept seem obsolete.
  • It failed to understand that consumers like to have the opportunity to experiment and try new products.
  • Amazon wasn't able to create a habit with consumers that would trigger a behavior and generate loyalty.

Reasons to buy

  • Reduce the risk of failure by learning from brands/products that have under-performed: failed innovation can severely impact profit and reputation.
  • Understand the relevant consumer trends and attitudes that drive and support innovation success so you can tap into what is really impacting the industry.
  • Gain a broader appreciation of the fast-moving consumer goods industry by gaining insights from both within and outside of your sector.
  • Access valuable strategic take-outs to help direct future decision-making and inform new product development.

Table of Contents

  • Introduction
  • What?
  • Why?
  • Take-Outs
  • Appendix

Companies Mentioned

A selection of companies mentioned in this report includes:

  • Amazon
  • Huggies
  • Finish
  • Kleenex
  • Tide
  • Nerf