Amazon's Magic Retail Wand

Have always been impressed by Amazon's innovation work.  Now the new Amazon Dash Wand takes the effort further into physical retail.  How is it different from an App on a smartphone? See a picture and demo at the link.  Seeking more testing information.

In Gizmodo:  " ... The handheld Dash device, about the size of a Nintendo Wii remote, packs a barcode scanner and a microphone, allowing you to scan or say what you're running low on without having to leave your kitchen. Necessities are automatically added to your Amazon or AmazonFresh account, so long as it's an item the wand recognizes and Amazon offers. Sounds easy—though judging by Amazon's Dash page you'll still need to confirm payment and delivery schedule from a browser of some sort. ... " 

See also the device site.