Amazon’s new drone: Amazon Prime Air

Published: November 30, 2015

Amazon’s new drone: Amazon Prime Air, Amazon has called on recently recruited star Jeremy Clarkson to front an advert giving the latest and most in-depth update so far on its 30-minute drone delivery service, Amazon Prime Air.

The broadcaster, who with colleagues James May and Richard Hammond has been hired for a new motoring show to be streamed on Amazon’s Prime service, explains the virtues of Prime Air in a two minute video.

The clip is the most detailed look at the service to date, giving a glimpse of what the drones could look like as well as how the system will operate. Amazon is still thought to be testing a range of prototypes, however.

The ad centres on a scenario where a young girl urgently needs a replacement football boot after the family dog chews the left shoe of her previous pair to pieces.

Narrator Clarkson, possibly in a nod to his dismissal from the BBC earlier this year, tells viewers not to waste time getting angry and to turn to Amazon instead.

“Much better to behave like a rational human being. Find your temper to place an order with Amazon.”

He explains that Amazon Prime Air can get orders delivered in 30 minutes or less, thanks to local distribution centres and a “miracle of modern technology”.

The video then shows the drone – a streamlined blue, white and orange machine that can fly to 400 feet – depositing a parcel in the family’s garden before flying away again.

Clarkson says that some of Amazon’s drones can fly for 15 miles and are fitted with “sense and avoid technology” to dodge obstacles in the air and on the ground.

They can also scan landing areas for potential hazards.

The drones are not yet in operation. Amazon has said it will deploy “when and where we have the regulatory support needed to safely realize our vision”.

With a skeleton crew, filming for Amazon Prime’s new motoring programme has begun.

– Jeremy Clarkson (@JeremyClarkson) October 7, 2015
Clarkson, May and Hammond’s new Amazon programme, rumoured to be called Gear Knobs, is expected to launch in 2016. It is reported to have a £160 million budget.


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