Amazon launched the Dash Button which let’s you order consumables without having to touch a mouse or keyboard in Europe, to a predictable backlash from consumer rights groups.
P&G tried the waters in this area a while ago, but ultimately gave up, because legal compliance stood in the way of a good UX. It’s going to be interesting how Amazon will react.
More Amazon: The Echo is now available for pre-order in Europe, and the Echo Dot, a cheaper, speakerless, version came out in v.2
for a price tag of $50. Amazon is certainly doubling down on Home Automation around voice, and the purchase options of the Dot are interesting - you can buy it with Smart Plugs, Smart Thermostats or the Hue smart lights. But again, you can expect legal challenges in Europe, this time most likely around data protection and esp. consent for minors or house guests.