Brands fight tooth and nail to get into the homes of consumers. Once inside, there’s a good chance the customer will continue buying that brand’s product after the initial one runs out, wears out or passes its “best by” date.

And now, Amazon may be changing how all that works. The online behemoth basically has unveiled the future of shopping which may very well effect how brands market themselves and interact with customers.

Amazon’s new product seems so simple that it’s hard to believe it’s a product at all. It’s called the Amazon Dash Button. It’s a small plastic device with a button and a light. When you press the button, it sends a message to Amazon to order a refill of some product, like a new bottle of Tide laundry detergent or a new order of Gillette razor blades. And that’s all it does.

Place it. Press it. Get it.

Dash Buttons have reusable adhesive backs, and the idea is you stick them wherever you need them or where you store each product. So you’d put the Tide button on your washing machine, the Cascade soap button on your dishwasher, the Folgers coffee button on your coffee machine, and the Gillette razor button inside your medicine cabinet. That way, as soon as you notice you’re running low, you can push the button to order more, saving you the minute or two it would take to browse Amazon’s website to find that same product… Read more.

Request an invitation to be one of the first to try the device.

Visit Amazon’s Dash Button page to learn more.