RetailTechNews’ weekly Amazon Watch brings you some of the company’s biggest moves from the past seven days, analysing how the giant is revolutionising the retail space. In this week’s edition: Virtual Dash Buttons roll-out to third parties; Amazon purchases Blink to enhance security camera capabilities; and Stepping into the bargain market. 

Virtual Dash Buttons Roll-Out to Third Parties

Amazon’s Virtual Dash Buttons are poised for a breakout, as third parties can now offer this service on their screened devices. This comes as Amazon also announced the expansion of their Dash Replenishment programme, which enabled connected devices to automatically order supplies before they run out, as well as their announcement that Virtual Dash Buttons will now be available in the UK. 

Until now Virtual Dash Buttons have only been available on Amazon’s mobile app, website, and the Echo Show. The new roll-out works with an SDK to integrate the tech into third-party devices. For example, Illy launched a Dash Replenishment-integrated espresso and coffee machine that tracks capsule usage for easy reorders.

This tech was game changing for the consumer’s path to purchase when it was rolled-out last year. However, this ability to slot into a third-party’s app will significantly increase the reach of the tech, meaning its full capabilities for change can now be realised. While this means a simpler shopping experience for customers, for retailers it shows that the need to have an app and a webpage that is mobile-optimised has never been more important. If they do not, Virtual Dash Buttons’ capabilities means they could soon be missing out on huge pockets of revenue.

Amazon Purchases Blink to Enhance Security Camera Capabilities

Amazon has purchased Blink – a company that makes internet-connected doorbells and security cameras.

The move will help Amazon compete in the home security camera market, where the main competition comes in the form of Google-owned Nest. It is likely that Amazon will use this purchase to improve their connected camera offering, and link it to their Key programme, which allows a door to be unlocked when they’re not home, so a delivery can be safely delivered.

Adding reliable smart cameras to Amazon Key should help increase adoption among Prime users. If there were concerns around security, monitoring the delivery person via your phone will help abate these fears. It also helps make the retail journey all the more seamless. Not only can consumers get same-day delivery, they don’t even have to be in to make sure the goods are safely delivered to their home.

This is a move that spells bad news for other e-commerce platforms. The convenience offered by the Key system, with integrated camera, will mean that if they cannot build a competitor, they will lose more customers to Amazon.

Stepping Into the Bargain Market

Amazon has launched a new feature which will allow it to better compete with discount shopping apps. In the Amazon iOS app and on the web, Amazon recently added a new section offering products under USD$10 that ship for free. Some of the products are also available on Prime.

This is a move against bargain apps such as Wish, which has capitalised on the bargain shopping trend with an app that today offers over 300 million items for 'thrifty' shoppers from thousands of merchants.

In fact, Wish was the number one app in the US in terms of downloads across the App Store and Google Play combined last year. As well as this, people were spending on Walmart and AliExpress in the US. This low-cost buying is something which will concern Amazon, as they look to dominate every aspect of the retail arena; and as such, is likely the primary driver behind the launch of the new section of their app and site. This content was originally published in RetailTechNews.