Household essentials are now literally available at the push of a button, thanks to the arrival of the Amazon Dash Button, an innovative new method of reordering household items promoted as simple, smart, and free after the first press. Currently priced at £4.99, Amazon effectively gives the button away after applying a £4.99 discount to your first order. A wide range of everyday products are represented by this new piece of marketing, with brands on-board ranging from personal care specialists Gillette and Kleenex to pet food giants Whiskas and Pedigree.