NEW YORK ( TheStreet) -- With its delivery by drones initiative and launch of new products such as the Kindle and the Fire Phone, Amazon ( AMZN) has continually sought to push the envelope in services and products. Its latest initiative extends its e-commerce tentacles into the physical world.
Amazon on Tuesday announced a new device called the dash button, which will let you simply press a physical button in your home to immediately order products such as detergent, toilet paper and coffee pods. Customers can get individual buttons for different brands such as Tide or Huggies and place the buttons in logical places like next to the washing machine or the changing station. That way the second you realize you're running low on diapers you can immediately place a new order.
"It's a technology innovation that's more aligned with its core e-commerce business--compared to something like the Fire Phone--and that it gives Prime members less reason to go outside the Amazon ecosystem for purchases," Morningstar analyst RJ Hottovy said.
With almost $89 billion in global annual sales, Amazon is the top online retailer in the world, according to Internet Retailer. The new order buttons are yet another tactic to get shoppers to use its site to order goods rather than rivals such as warehouse clubs and upstarts such as Jet.com.
Amazon did not immediately respond to press inquiries.
As of now, the dash button is only available for select Prime members who receive an invitation. Prime members have seven days to accept the invitation, and they can get up to three buttons while supplies last.