Amazon is today releasing nearly 80 new brands of Dash buttons, the Wi-Fi-connected plastic buttons that Prime members can press to quickly reorder a specific product from Amazon.
This release will feature Dash buttons for a wide range of brands including Trojan condoms, Doritos chips, Dasani water and Starbucks Doubleshot Coffee. Amazon now sells Dash buttons for more than 100 brands, each costing $4.99. They come with a reusable adhesive so they can be stuck to hard surfaces like a fridge or a countertop.
Some consider these lazy buttons a gimmick. Others think they’re brilliant. For Amazon, the most important thing may be that they are simply a signal to customers that the company will go to some pretty crazy lengths to make online shopping more convenient.
And they’re only one small piece of the puzzle. Amazon is also working with product makers like Brita to let an appliance automatically reorder a product such as a water filter when it is time for a new one. Amazon’s new Echo speaker also lets people order products from Amazon by voice.
“If you never had to type again on a phone, that would be great,” one Amazon exec once told me. “We want you to go from ‘I want that’ to ‘I bought that’ in … 10 seconds.”
Even for Doritos and condoms.
This article originally appeared on Recode.net.