Dive Brief:

• The Amazon Echo, a cylindrical speaker and personal assistant, now accepts voice requests for online merchandise search and buying requests. 
• The system so far accepts only reorders on Prime-eligible purchases, and is only available to U.S.-based Amazon Prime members. 
• Amazon Echo uses seven microphones to locate an recognize user voice commands, even filtering out background noise such as music playing on its speakers. 

Dive Insight:

In what may be another move to situate Amazon into the everyday lives of its customers, Echo users can now use the desktop speaker and listening device to order more of whatever Amazon Prime goods they need. The device is similar to Amazon's Dash Button, which lets Amazon Prime users reorder everyday items with the push of the button in the home. If either or both take off, these two devices might seriously impact sales at retailers stocking these everyday items. 

So far, according to Amazon’s Echo user FAQ, the device’s commands and responses are limited. The system is designed to accept reorders, but will suggest alternative items for purchase if its personal assistant can’t find an item in a user’s purchase history.