[cookiecaper]

For what it's worth I doubt this video shows the whole story. Almost undoubtedly Amazon will batch your list up and email you a confirmation before it actually charges for and ships out the order, at which point you will be able to rectify errors in speech recognition or barcode misreadings.

Since Amazon seems to be specifically targeting parents with this ad, we might as well also mention that children will certainly find the Dash amusing with its beeping and red lights, and if Amazon automatically ordered everything your kid scanned for personal amusement, they'd have a lot of angry customers.

EDIT: On second watch, the ad does say "you can check out on Amazon Fresh or a smart phone", so they've explicitly indicated that there will be a confirmation process before the order is placed. This is just meant to make it quick to collect your list instead of having to type in "chocolate chips" and scroll through hundreds to find the brand you like and then repeat for every item in pantry.

[Zotabite]

This is precisely how it works.

You say things to the mic or scan items and they show up on your Dash list. From here, you can add them to your cart to check out.

Generic things like eggs, milk etc will default to the item you typically would order, so there is an aspect of personalization to it as well.

[dhaneshnm]

Levelling up against Costco and Walmart in really innovative way. Amazon had to have a "USP" other than "we will deliver stuff to your door steps". Now not only "you save the trip to the store, but also you get convenience of making your shopping list anytime, anywhere". Smart strategy that would be hard for traditional competitors like Wal-Mart to copy.