Prime Surprise Sweets is Amazon's latest Dash Button, and it's amazing

Amazon’s latest (physical) Dash button is like a “I’m Feeling Lucky” for candy addicts.

When pressed, the button sends you a container with a random assortment of small-batch candy made by “artisans from over the nation”. The box will cost $18 (with two-day free Prime shipping of course) and can be ordered as many time as you want.

The program is named Prime Surprise Sweets, and seems to have quietly launched sometime within the last month. It’s still in invite-only mode – but Amazon affirms you will hear from them within a few weeks if you request an invite. We’ve provided to Amazon to ask when this will roll out to the public, and will update this if we hear back.

So what will you get in your box? Amazon has some examples on their website, but most boxes appear to add about four different treats. Several examples are almond toffee, a caramelized blood fruit chocolate bar, and “expresso-rich Seattle style popcorn”.

Each and every box will also have a tasting card posting the story of every designer and the details of what they created. Amazon online also affirms they will try to offer you a different assortment of treats every time you order, unless you order two at once which may cause a replica package.

There’s no denying that these kinds of assortments are traditionally associated with a present. But interestingly, Amazon isn’t currently allowing gifting of these boxes. This may just as a result of logistics of it – a Dashboard button is programmed to send something directly to your house, and so not require the additional step of adding someones tackle.

 

Obviously you could get it delivered to you and gift idea it by hand (or re-mail it), but it looks like Amazon’s intentions here tend to be more about providing customers with a fun amaze, and not helping them give better gifts.

There are also a likelihood that Amazon sees this in an effort to develop better ties to small businesses across the country. Amazon’s marketplace as a whole would unquestionably benefit from high-quality artisan goods such as candies, but sometimes it’s hard to encourage a smaller business to sign up for a major function like Amazon online.

Interestingly, Amazon claims that some of the sweets sold aren’t yet even available individually on their own marketplace, but the company will provide the site of each artisan so you can buy it immediately from them – a goodwill gesture towards small businesses that will with any luck , payoff down the highway for the e-commerce large.