By Kim Zimmermann, Managing Editor
Social media exploded after CBS’s 60 Minutes aired a story about Amazon developing an army of drones to deliver items in 30 minutes.
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Amazon CEO Jeff Bezos did caution that the technology is four years away, at least, and there are still some kinks that need to be worked out, such as how to ensure that the drones don’t whack someone in the head and pesky details like FAA approval. But that didn’t stop the Twitterverse from salivating.
Some raise the possibility that the interview and unveiling of Amazon Prime Air was just a publicity stunt. That argument could have some merit, as Bezos is not exactly averse to media attention.
But the dramatic unveiling of the drones really should not come as a surprise to anyone who follows the company. Bezos has made no secret of his desire to crush the competition — just not with a drone until now. Just read this Slate article on how Amazon wiped out an online diaper company if you have any doubt. Retail is a messy business.
In his attempt at humility in the interview, he acknowledged that he has uprooted the retail landscape and he expects another retailer to do the same to Amazon at some point, but “after I’m gone.”
What got lost in the hum of the drones was Amazon’s already awe-inspiring order fulfillment process. Even before the drone made its way into the piece, the company showcased some of the cutting-edge technology that helps move products at amazing speed. The retailer’s warehouses are like carefully choreographed ballets.
The same-day delivery push is also nothing new for Amazon, as Retail TouchPoints reported on this possibility back in 2012. The company is currently offering same-day delivery in some cities and has even contracted with the ailing U.S. Postal Service for Sunday deliveries during the crucial holiday shopping season.
So, as long as Bezos is around, Amazon remains a force to be reckoned with — regardless of whether the drones take flight.
