[mthmohan]

IMHO, this is a long game. What if every branded product (or ones that cared enough or could afford it) shipped with a dash button or was given one at checkout? What would brands pay for that? Customers wouldn't have to. And yes, I see the anti-incentive for a Safeway to disintermediate themselves unless Amazon was the delivery agent anyway. I can see brands willing to try this out. Given the amount of money spent on promotions and coupons with no clear, trackable value, this seems like something they would get behind once some basic metrics are in place.