Brita, Amazon Team Up to Introduce First “Smart” Pitcher

New Wi-Fi-enabled Brita Infinity Pitcher Automatically Reorders
Replacement Filters via Amazon Dash Replenishment

OAKLAND, Calif. & SEATTLE–(BUSINESS WIRE)–People buy a Brita system because they want to get cleaner,
great-tasting water from any tap. But in the chaos of life, it can be
easy to forget to keep that filter up-to-date.

Now, Brita and Amazon (NASDAQ:AMZN) have teamed up to make keeping that
Brita filter fresh virtually fool proof.

The new Wi-Fi-enabled Brita Infinity pitcher is equipped with a built-in
counter that tracks the amount of water that passes through the
pitcher’s filter. The pitcher itself will automatically order a new
filter through Amazon Dash Replenishment when the old filter nears its
capacity. This new connected pitcher with Amazon Dash Replenishment
gives Brita owners exactly what they want – a new Brita filter on their
doorstep at the time they need it.

Easy To Start. Easy To Stop.

When people buy the new Brita Infinity pitcher, they simply need to
register on, connect the pitcher to their home
network and sign up for Amazon Dash Replenishment using their Amazon
account. Then, the pitcher connects with the service to ensure automatic
replacement filter orders are made when the filter nears its capacity –
roughly 40 gallons of water. While the service is automatic, the person
stays in control and can easily manage their orders and deliveries
online at any time.

“People buy Brita pitchers because they want cleaner, great-tasting
water from any tap, but the challenge is remembering to have that
replacement filter on-hand, just when you need it,” said Brita general
manager, Ed Huber. “We saw an opportunity to work with Amazon to make
keeping up-to-date on filter changes effortless for Brita users. By
integrating Wi-Fi connectivity into this pitcher so it can connect with
Amazon Dash Replenishment, we’ve created an elegant, simple solution to
eliminate that moment when you realize you didn’t re-order your filter.”

The Infinity pitcher also gives Brita customers direct access to
Amazon’s low prices and reliable delivery.

“Amazon is all about making our customers’ lives more convenient. Our
goal is to ensure customers always have the everyday essentials they
need, and with Dash Replenishment, smart household products know when
it’s time to reorder to keep those essentials in stock,” said Daniel
Rausch, Director, Amazon Devices. “With the Brita Infinity Pitcher and
Amazon Dash Replenishment, customers will always have clean,
great-tasting water. That moment of realizing you haven’t changed your
filter in months, and you don’t have one on-hand, is gone—a new filter
magically appears on a customer’s doorstep right when it’s needed.”

The new Infinity pitcher, available with a sleek black lid and subtle
curved body style, holds up to 8 cups of cleaner, filtered water. The
pitcher is BPA-free, features a comfort-grip handle and has an easy-fill
lid that flips open for faster refills. Brita’s new Infinity pitcher is
available now on Amazon at
for a suggested retail price of $44.99. For more information about Brita
products, visit

About Brita

Brita® water-filtration products are marketed in the Americas
by The Clorox Company. The brand makes filtering pitchers, bottles and
dispensers that let people get great-tasting water from any tap. The
Clorox Company is a leading multinational manufacturer and marketer of
consumer and professional products with about 7,700 employees worldwide
and fiscal year 2015 sales of $5.7 billion.

About Amazon opened on the World Wide Web in July 1995. The company is
guided by four principles: customer obsession rather than competitor
focus, passion for invention, commitment to operational excellence, and
long-term thinking. Customer reviews, 1-Click shopping, personalized
recommendations, Prime, Fulfillment by Amazon, AWS, Kindle Direct
Publishing, Kindle, Fire tablets, Fire TV, Amazon Echo, and Alexa are
some of the products and services pioneered by Amazon. For more
information, visit

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