They have come out with products like Kindle, Amazon Fire Phone, and most recently, Amazon Dash Button. It's a small Wi-Fi enabled button that will immediately order an already determined product within a few seconds of pressing it. Amazon already has your credit card information on file and knows what size and quantity you want, so two days later the product shows up at your door. Amazon's Dash Button will change the way customers purchase their everyday products such as toilet paper, paper towels, razors and laundry detergent. Dash is available for free only to Amazon Prime members and is starting with 18 different partners. While it doesn't provide the sensors, it does provide what it says is a very simple backend through Amazon Web Services that does the heavy lifting of taking the order, processing the payment, and fulfilling it. This new technology makes it easy for customers to become repeat buyers of everyday products sold by Amazon. Watch out for the prize Amazon keeps an eye on its own card. The company isn't distracted by competition, and it doesn't need to be. Focusing on competitors creates dead ends for companies. Focusing on the company and customers, on the other hand, is an inexhaustible source of energy because customers always want something new. Companies that focus on competitors end up launching failed products