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Amazon Dash, the push-button auto-replenishment service that the e-commerce giant has begun testing with select Amazon Prime members, could give big packaged-goods brands the edge they’ve been looking for on a playing field where the industry’s traditional behemoths have been getting pushed around by smaller players.

Amazon has been getting growing attention from packaged-goods brands in recent years, even if it only accounts for low-single-digit percentages of sales for most. But analysts say smaller and specialty brands often have much bigger shares at Amazon and other e-commerce players than in brick-and-mortar stores, thanks to the near-infinite shelf space online. Such brands as Method and Seventh Generation have long gotten more than a quarter of sales from e-commerce.

“Dash could be a way for the big brands to hold their footing in e-commerce,” said Jason Caine, e-commerce sector lead for Millward Brown.

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