But is this a good thing? The move to online grocery shopping has been gradual over the last few years (my mother now even gets her shop delivered to her in a village where there's no SatNav signal. Poor delivery drivers), however Amazon's new ordering system 'Dash' has taken this convenience to a new level.

If the launch of one-button grocery ordering had occurred in the Spring time, I would have labelled this as an elaborate April Fool's Day joke. The idea of going to the toilet, realising there's no loo roll left, and pressing a button to order more seems like a prank, yet apparently this is the way the world is moving - to the point where Carling has just announced its own beer button (!).

So, is this new introduction of super-easy shopping revolutionary, or just a sheer marketing ploy by brands monopolising the buttons? Available to only Amazon Prime members, the Dash buttons can be bought for £4.99 and set up around your home (assuming you have WiFI). So far, brands including Ariel, Fairy, Kleenex, Olay, Gillette, Rimmel and Nescafé have introduced their own buttons, but will we soon see homes covered in buttons, working as marketing tools in themselves?

It would appear that not everyone shares my opinion of this being lazier version of online shopping - don't get me wrong, as a full-time worker, I really value the convenience of an online shopping service - but this button development takes convenience and drives it off a cliff. Yet, in the US, where the service has been available for a while, it has been welcomed with a warm reception:

Since launching in the US last year, the Dash Button programme has seen continued growth. Figures shared by the company show that in the last two months, Dash Button orders have increased threefold and orders via Dash Button take place at a rate of over twice a minute. The number of Dash Button brands available in the US has also expanded four times faster in 2016 compared with 2015.
— https://www.marketingweek.com/2016/08/31/amazon-launches-dash-service-in-the-uk-with-pg-and-nestle/

I'm an old fashioned-cynic (often called a prematurely middle aged woman by a large group of my friends - cheers), and so I know that my opinion on this is skewed. With my positive hat on, I can see this being nothing but advantageous - never running out of socks and laundry powder at the same time again! What a world of opportunities!

The advantages of this from a brand point of view are overwhelming also - imagine your brand permanently attached to someone's wall, they have no other brands around on offer to choose from - a marketeer's dream! It will increase loyalty and brand recognition to say the very least; not only are you marketing to a captive audience of residents in the house, but also any visitors they have.

Can I see myself using this new service? Probably not. Will it change the way we shop and think about brands? Almost definitely.