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Airheads joins one-click shopping with Amazon Dash

Mary Ellen Shoup

By Mary Ellen Shoup+

04-Nov-2016
Last updated on 10-Nov-2016 at 17:30 GMT2016-11-10T17:30:36Z

Just like other branded Amazon Dash devices, the Airheads version connects to the member's Wi-Fi and Amazon mobile app, enabling customers to restock on the item by clicking it once.
Just like other branded Amazon Dash devices, the Airheads version connects to the member's Wi-Fi and Amazon mobile app, enabling customers to restock on the item by clicking it once.

Perfetti Van Melle USA’s Airheads brand is the latest confectionery product to join Amazon’s Dash Button program, which allows consumers to reorder a product through the e-commerce giant by clicking a small Airheads-branded device. 

Perfetti Van Melle is hoping that its chewy candy brand will see a boost in sales from being part of the program like early adopters of the one-click shopping program. The world's third largest confectionery company tapped Amazon Dash for its Mentos brand in August 2016. 

Amazon Dash Button program was launched in March 2015 and major confectionery brands like Hershey’s Ice Breakers and Wrigley's Orbit gum products were among the first to participate, and have already reported sales success.

Hershey saw a 31% reorder rate by consumers using the Ice Breakers Dash Button, more than double the average of other Hershey brands on Amazon e-commerce site.

Are one-click orders the future of e-commerce shopping?

Convenience and saving time are cited as the major drivers of online shopping and, the aim of Amazon’s Dash Button program is to make restocking frequently consumed items like candy and snacks even easier and faster for customers with one click of the device.

Since its launch, Amazon reported that a majority of its online orders are made using the Dash devices for a number of leading brands across all CPG categories.

The company said the ease of the program is winning over more and more consumers, especially the millennial and gen x generations. Daniel Rausch, director of Amazon Dash, told the US National Confectioners Association (NCA) that “as a result, we’re seeing exponential growth for the program and orders increased more than five times during the past year”.

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