When Amazon launched Amazon Dash buttons, many observers predicted that the concept would completely upend the retail model. But recent market research shows that fewer than half of Amazon Dash purchasers have actually used the button. Having a re-order button transforms what Google calls the Zero Moment of Truth — the way consumers make decisions about brands in the Internet era — into the Zero of Purchase with a device that enables one-click buying offline. It has the potential to diminish the role of retailers and elevate the relationship between brands and consumers.