Background: What is a Dash Button?
Recently, the internet giant Amazon introduced the so-called Dash Button. It has been available in Germany since September. The word dash comes from the English verb to dash, meaning to race — implying that the Dash Button makes everything happen at lightning speed.
In concrete terms, it is a device similar in size and appearance to a USB stick. At the push of a button, you can reorder anything you need on a regular basis. If, for example, your laundry detergent or toothpaste is running low, you simply press the button and an order is automatically placed with Amazon via Wi-Fi. The next day — and in the best case even the same day — your reorder is delivered to your home automatically.
Setting up the Dash Button is fairly straightforward: all you need is a smartphone and the Amazon app for iOS or Android.
Consumer protection criticism: Dash Buttons raise concerns; lawsuit planned unless Amazon changes its terms
The consumer advice centre criticises the Dash Buttons for the following reasons:
From a consumer protection perspective, the ordering process is opaque, as the customer only receives the price information after the order has already been placed — meaning a lack of price transparency and no possibility of comparison.
The consumer advice centre further objects to the fact that a Prime membership is a prerequisite for Amazon customers to use the Dash Button. In addition, in online commerce, purchase buttons must be clearly labelled. The Amazon app, moreover, is said to be very data-hungry, and smart devices are linked to this program.
Court clarification required, according to Verbraucherzentrale NRW
The Verbraucherzentrale NRW has therefore announced that it will seek a court ruling on whether the so-called Dash Buttons may continue to be used in their current form.
Source: Verbraucherschutz NRW
The detailed information from the consumer advice centre can be found here:
https://www.verbraucherzentrale.nrw/dash-button–verbraucherzentrale-nrw-geht-gerichtlich-gegen-amazon-vor
Frequently asked questions
Frequently asked questions
What is the Amazon Dash Button?
The Dash Button is a small, USB-stick-shaped device from Amazon that lets users reorder everyday products such as laundry detergent or toothpaste at the push of a button. The order is placed automatically with Amazon via Wi-Fi and typically delivered within one to two days. Setup requires a smartphone and the Amazon app for iOS or Android.
Why does the consumer association Verbraucherzentrale NRW consider the Dash Button legally questionable?
Verbraucherzentrale NRW primarily criticises the lack of price transparency, as customers only learn the price after placing the order and have no opportunity to compare. It also objects that order buttons in online retail must be clearly labelled, which is not the case with the Dash Button. The required Prime membership and the data-intensive Amazon app are likewise subject to criticism.
What legal requirements apply to order buttons in online commerce?
Under the so-called Button-Lösung (button solution), purchase buttons in online commerce must be labeled clearly and legibly with terms such as 'order subject to payment' so that the consumer recognizes the payment obligation. In addition, the customer must be clearly informed about the price and the essential characteristics of the product before placing the order. These requirements protect against hidden or non-transparent orders.
Is the use of the Dash Button subject to certain conditions?
Yes. Using the Dash Button requires a paid Amazon Prime membership, a smartphone with the Amazon app installed, and Wi-Fi access. Consumer protection authorities view this bundling critically, along with the data-intensive app and its integration with smart devices.
What legal steps is the Verbraucherzentrale NRW planning against Amazon?
The Verbraucherzentrale NRW (North Rhine-Westphalia Consumer Advice Centre) has announced that it will seek a court ruling on whether the Dash Button, in its current form, complies with German consumer protection law. If Amazon does not amend its terms, particularly regarding price transparency and button labelling, a lawsuit will be filed. The aim is to obtain a fundamental decision on the admissibility of this ordering process.