2

Field Agent surveyed 100 verified Dash Button owners to understand usage and attitudes.

DEMOGRAPHICS

Female Male

Age Range: 18-24 25-34 35-44 45-54 55-64

60% 40%

4%

42% 36% 15%

4%

N = 100

3

BY THE NUMBERS

2.2The AVG number of Dash Buttons owned by survey respondents

46%% of Dash Buttons used at least MONTHLY

8% % of Dash Buttons used at least WEEKLY

4

WHAT BRANDED DASH BUTTONS DO YOU OWN?

Glad Trash Bags

Prime Surprise Sweets

Tide Laundry Detergent

Charmin Toilet Paper

Gatorade

Clorox Disinfecting Wipes

Cascade Dishwasher Action Packs

Gain Laundry Detergent

Clif Bar

Red Bull 4%

4%

5%

5%

7%

7%

7%

10%

15%

16%

Field Agent asked respondents to itemize all branded Dash Buttons in their household. To the right we show only brands owned by at least 3 respondents.

Meow Mix Cat Food 3%, Angel Soft Toilet Paper 3%, Amazon Elements 3%, Bounty 3%, Dixie Paper Plates 3%, Kraft Macaroni 3%, Izze Sparkling Juice 3%, Dial Liquid Soap 3%, Puffs 3%

5

MOST LIKELY TO PURCHASE?

Household Consumables (e.g., toilet paper)

Personal Care/Beauty

Pet Supplies

Snacks (not candy)

Beverages

Vitamins/Supplements

Batteries/Electronic Accessories

Office/School Supplies

Candy/Chocolate

Food for Meals (e.g., Mac & Cheese)

Baby Supplies

Medications

Nutrition Bars/Drinks

Toys/Games

Underwear 3%

6%

20%

20%

21%

25%

29%

32%

37%

37%

44%

46%

51%

64%

76%

Which product categories would you be relatively most likely/willing to purchase VIA A DASH BUTTON.

Agent Photo

6

In general, since you started using one or more Dash Buttons to purchase specific brands of products, do you find you're purchasing these brands more or less often than before?

Much more often More often A little more often Neutral A little less often Less often Much less often

0%3%3%

50%

19%16%9%

Agent Photo

MORE OR LESS?

7

Describe in your own words what you LIKE MOST about Amazon Dash Buttons

• Convenient • Fast • Reordering/remembering to

order regular purchases

"[I most like the] convenience. It makes it so easy to know I can press this button and have the item show up at my door. No

extra steps and nothing additional to do."

"I love being able to reorder my favorite things at the push of a button while I'm thinking about it...Be it Kraft Mac &

Cheese or Tide or Clif Bars."

"I like that I can push the dash button and it automatically arrives the next day!"

47 of 100 Dash Button owners specifically used the word "convenient" (or "convenience") to describe what they like about the device

All themes below were mentioned by several Dash Button owners.

8

Describe in your own words, tell us what you most DISLIKE about Amazon Dash Buttons

"Not enough ordering options. For example, with Ziploc Bags I can only select [from] 4 varieties...Instead of being able to order whichever kind I want when I press the button."

"I have accidentally pressed it before and then forgotten to cancel."

"Not as many brands as I would like."

• Limited products per brand • Limited number of brands • Accidental/duplicate orders • Missing sales/discounts;

unable to use coupons • Blind ordering • Setup issues • Mounting issues

"No coupons or special offers sometimes [makes] your purchase cost more versus going to the store."

"I dislike ordering a product without knowing the price."

"The setup was kinda hard. It took me five tries before I got it setup correctly."

"The mounting tape on the backside can be a little problematic. If it needs to be relocated and you've already stuck it you will have to put a little effort into putting it somewhere new."

All themes below were mentioned by several Dash Button owners.

9

How likely would you be to order/use a Dash Button to purchase FRESH groceries for same-day or next-day delivery to your home?

Completely likely Very likely Moderately likely Not very likely Not at all likely

1%

16%

25%

16%

42%

Agent Photo

10

A Look at Grocery Shopping in the Digital Agedownload the report:

How likely are you to order additional Dash Buttons in the future?

5%10%

22%16%

47%

Completely likely

Very likely Moderately likely

Not very likely

Not at all likely

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