It hasn’t been such a happy new year for Amazon Dash in Germany, which has lost a case brought against it by an advocacy group on the grounds of consumer protection.

As reported in Gizmodo , the watchdog was concerned that Dash buttons made it too easy to buy Amazon products, enabled the company to substitute ordered products, and failed to protect shoppers from buying things they were not fully informed about.

At Vesta, we’ve always been skeptical about Dash. Whilst we welcome IoT solutions that further empower the connected home, we worried about its environmental credentials. We feel that Dash embraces the technical and commercial potential of IoT – on-demand consumerism – without addressing glaring issues of sustainability. These range from the proliferation of the buttons – themselves made of plastic – to the abundant cardboard and plastic in which orders are delivered.

As a marketplace and distributor, Amazon is one of the giants of the linear economy (make-store-sell-discard). This has long been the dominant mode of fulfilling consumer needs, but its key players may begin to find, as Dash has done, that its structure and fulfilment models areincompatible with the evolution of a circular economy.

Vesta smart packages address both the need for consumers to have what they want when they want it, and an efficient and circular mode of fulfilment. By introducing intelligence to the edge of the network, we will help our customers provide the service their customers want – on demand, exactly as much as they need, and in no unnecessary packaging.