Consumers who purchase the Brita Infinity pitcher register on Brita.com/infinity, connect the pitcher to their home network and sign up for Amazon Dash Replenishment with their Amazon account. The pitcher connects with the
Amazon has teamed up with Brita on this W-Fi connected, Infinity water pitcher. Photo credit: Amazon
service to guarantee automatic replacement filter orders are made when the filter nears its 40 gallons of water capacity.
“We saw an opportunity to work with Amazon to make keeping up-to-date on filter changes effortless for Brita users. By integrating Wi-Fi connectivity into this pitcher so it can connect with Amazon Dash Replenishment, we’ve created an elegant, simple solution to eliminate that moment when you realize you didn’t re-order your filter,” said Brita general manager, Ed Huber, in a press statement.
The Internet-enabled shopping device gives consumers a way to effortlessly purchase hundreds of thousands of items — from groceries to household essentials — by clicking on these electronic buttons from their home. Shoppers can connect via Wi-Fi to Amazon’s mobile app on a smartphone, and select the product they want to reorder.
Amazon has been expanding Dash’s product partnerships with brands such asSamsung printers, Ziploc bags, Orbit Gum and Mrs. Meyers Clean Day cleaning products.
Last fall, Seeking Alpha called Amazon’s Dash buttons a potential game changer that’s easier to use, and more frictionless and practical than online and mobile shopping, as “Dash is present at the precise time of product need,” like when laundry detergent is running out.
With Amazon Dash, consumers order product “when the intent is fresh and when the value prop of its service is greatest,” the report said. “Amazon is now building a direct pipeline from its [online] store to the becoming smarter (more IoT) home.”
“Up next we can probably expect for Dash Buttons to be built directly into brands’ own hardware,” Fortune predicted in September. And that’s exactly what happened.