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Failure Case Study: Amazon Dash

Failure Case Study: Amazon Dash

  • October 2019
  • 23 pages
  • ID: 5827436
  • Format: PDF
  • By GlobalData

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Failure Case Study: Amazon Dash

Summary
"Failure Case Study: Amazon Dash" is part of 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.

Scope
- 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.

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