There is also the financial danger of, here I am at Target, may as well get my money's worth for the car gasoline and buy a whole cart full of stuff (from target not amazon). And every dollar I spend at target is a dollar I won't spend at amazon. All because I ran out of laundry detergent.

Every bottle of Tide I buy at target also means amazon just lost out on a toilet paper sale and a paper towel sale and maybe some food if its a supertarget and all that other stuff target sells. Its not amazon selling a $20 bottle of tide but preventing the target sale of a $120 shopping cart full of junk.

This only applies if you're incapable of buying the stuff ahead of time without the button. I suppose some people might qualify for that, but is it really a common thing? Don't you have your phone right there already?

I am in top 1% US population by income, graduated from elite university with almost 4.0 GPA and I am often incapable of buying stuff in advance. I am sure I am not the only one.

Last month I had to go to store at least twice in the morning before work because we ran out of milk and my two year old was close to having mental breakdown without cereals for breakfast. We use combination of Google Shopping Express, Walmart and Safeway delivery services - they are godsend and save us enormous amount of time. Unfortunately Amazon Fresh is not available where we live.

Having one second ordering for regular staples will marketdly improve ordering process, especially if buttons are reliable and convinient to use.

I'm not incapable at all, but the point is I have to stop whatever it is I am doing in order to do it. If I'm in the middle of something, I may think to myself "I need to buy more toilet paper soon" but not actually follow through the act of doing it. You've never ran out of a commoditized good before?

It's definitely a common thing for me and my fiancee - we're not forgetful people, just busy. The less disruptions and banal activity in my life the better.

I can't say I've run out of anything like this in years, no.

Why not order it on your phone at the moment you notice that you're running low? You can do that right now, without a special Amazon button.

Because that may distract from whatever I am doing. If you haven't ran out of any sort of consumable in years, then obviously you don't have that problem. It doesn't sound like this product is for you, but there are plenty of others like myself who would benefit from this.