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Dash Replenishment Service Marketing and Branding Guidelines

Thank you for integrating Amazon Dash Replenishment into your device. We are excited for your involvement with Dash Replenishment and look forward to your product going to market. This page provides a Dash Replenishment brand and messaging overview for how to integrate Dash Replenishment into your marketing material and campaign. This is to ensure that every customer receives a consistent experience across all channels.

For a comprehensive overview of our Brand Guidelines please download this style guide.

Marketing and Branding Guidelines

Thank you for integrating Amazon Dash Replenishment into your device. We are excited for your involvement with Dash Replenishment and look forward to your product going to market. This page provides a Dash Replenishment brand and messaging overview for how to integrate Dash Replenishment into your marketing material and campaign. This is to ensure that every customer receives a consistent experience across all channels.

Brand Position

Dash Replenishment's goal is to deliver unparalleled convenience to customers through connected reordering technology. We enable the best shopping experience for everyday items – one where a customer doesn't have to shop at all.

Our brand pillars are:

  • Simplicity – set it and forget it
  • Convenience – Never run out of every day essentials
  • Innovation – Technology that knows what you need when you need it

Our tagline is "With Amazon Dash Replenishment, never run out of everyday essentials again."

Communications Guidelines

Message the benefits of the Dash Replenishment for your product in your own voice using our guidelines to maintain consistency of our brand and yours. Remember our pillars of simplicity, convenience, and innovation. Revolve your message around these themes. Avoid misleading customer expectations with promises of immediate product delivery and specific ASIN(s) or brand(s) that the device can replenish.

Do:

  • Use "Amazon Dash Replenishment" at first mention, then "Dash Replenishment" thereafter
  • Use "reorder", "automatic ordering", or "auto reordering" to describe the service.
  • Use "just in time" or "when you need it"
  • Use these common taglines:
    • Supplies you need, when you need them
    • A whole new way to shop
    • Never run out of essentials
    • Always have <benefit of consumable, such as clean air/water> in your home

Do Not:

  • Do not use "DRS" in any customer facing materials
  • Do not use "auto-detergent reordering" or "auto-supply ordering"
  • Do not use "stay stocked up" or "before you need"
  • Do not alter the spelling of "reorder". No hyphen between "re" and "order"

Logo Guidelines

The following package contains Dash Replenishment logo assets and guidelines. Your use of these materials is subject to, and you agree to be bound by, the Amazon Trademark, Brand, and Marketing Guidelines.

Out-of-Box Experience Recommendations

We recommend including a physical Dash Replenishment Quick Start Guide inside your device's packaging. This guide should communicate the value of Dash Replenishment and help customers understand how to sign up for Dash Replenishment. (An approved-for-use reference design is available here).

  • Position the Dash Replenishment Quick Start Guide so it is immediately visible when customers unbox the device.
  • Inform customers that your device is Dash Replenishment enabled. Example: "With Dash Replenishment, the will automatically place an order for when it's time for replacement," or "With Dash Replenishment, your will order when you need them, so you never run out.
  • Provide instructions to sign up for Dash Replenishment.
  • Add a Call-to-Action for customers to download the applicable app or visit a microsite to complete registration.

Packaging Recommendations

We recommend communicating your device's Dash Replenishment integration on the outside of the packaging. Below are guidelines for your device's packaging.

  • The "Amazon Dash Replenishment" logo should be visible on the outside of the packaging.
  • Describe the benefit and convenience of Dash Replenishment and an overview of the sign up process.
  • Provide the Dash Replenishment url (www.amazon.com/dash-replenishment) where customers can learn about Dash Replenishment and view Frequently Asked Questions.

Web Presence Recommendations

We recommend that you feature your device's Dash Replenishment integration on commerce sites, including Amazon.com.

Guidelines for your device's web presence:

  • Introduce Dash Replenishment. See the Communications Guidelines and Brand Position noted above.
  • Inform customers that the device is Dash Replenishment enabled. Example: "With Dash Replenishment, your will order when you need them, so you never run out.
  • Provide instructions on how to sign up for Dash Replenishment. Include a Call-to-Action to download an app or visit a microsite.
  • Use educational video to teach customers how to sign up for Dash Replenishment.

Guidelines for Product Detail Page Messaging can be found here. We require all Dash Replenishment integrated devices to include "Dash Replenishment" in product title, bullet point, and description. The Product Detail Page Guideline will provide example copy and visual examples for A+ content.

Marketing Recommendations and Opportunities

As you launch your Dash Replenishment certified product we recommend participating in the following marketing activities:

  • Press release and/or media briefings
  • Inclusion of "Amazon Dash Replenishment" logo on packaging and a Dash Replenishment Quick Start Guide as part of Out-Box-Experience
  • Outreach to your customer base through social media, email, etc
  • Digital and/or social campaigns to drive awareness and traffic to your Amazon detail page
  • Integrating Amazon Dash Replenishment messaging into mass advertising (print, TV, OOH, radio, etc)
  • Customer education around how to sign up for Dash Replenishment

Amazon Merchandising and Marketing opportunities are outlined below:

  • Amazon Marketing Services (AMS): A self-service, pay-per-click targeted ad service to drive awareness and traffic to your detail page. To use, log onto Amazon Vendor Central, under the Advertising tab and select Advertising at Amazon.

  • Promotional Tools: Vendors can now action their own vendor funded price discounts, Amazon Best Deal, and Lighting Deal promotions on products they are selling on Amazon.com through Vendor Central. To use, log onto Amazon Vendor Central, under the Merchandising tab and select Promotions. Please note all deals need to be submitted 4 weeks prior to the desired run date. A complete tutorial can be found HERE.