Amazon has had to backtrack on its drone delivery plans in Europe. We loved the idea, they did too, but being realistic it is still not viable. They promised to leave a package at your door in less than an hour, but there are rules, bureaucracy, and fairly high costs that they are not yet ready to take on. They say they are responding to slow bureaucracy and that they are not prepared to work “that slowly”… Sure, Amazon?
Problems with drones
Italy was going to be the first country to accept Amazon package deliveries by drone. In San Salvo, a small municipality in Abruzzo, tests had already been carried out and everything seemed to be going great. Packages delivered, optimistic headlines, and dozens of drones flying around cities with their parcels. Everything seemed fine, but Amazon has announced that it is suspending the project indefinitely, with no return date, and is going back to door to door deliveries.
What is the problem?
The European legal framework. Apparently, in Europe each country has different regulations and different limitations to scale the service, and this does not support the shopping giant’s goals. For ENAC, the Italian National Civil Aviation Authority, it was an “unexpected” move, and for Amazon it was simply not interesting if it could not become a profitable business on a large scale.
Amazon Prime Air
“This approach has established Prime Air as an industry leader, combining cutting edge drone design and manufacturing capabilities with sophisticated operating systems that enable safe, efficient, and scalable drone delivery operations to serve Amazon customers across the country”.
While Europe hesitates over this system, Amazon drones do fly in the United States. Prime Air already operates in some areas of Texas and Arizona, delivering small packages in less than an hour.
There, the regulatory environment is more flexible, permits arrive sooner, and costs are more predictable, so the experiment works because it can learn and move forward. Europe, however, is still resisting.
Amazon insists that Prime Air is not just “fast delivery”, but almost an aerospace project, because it controls routes and automates flights. For those who believe it is a risk, these devices are designed to avoid obstacles, people and animals, without danger.
How does it work?
You place your order as usual, and within an hour a drone appears. It can deliver at altitudes between 35 and 120 meters, right to your door to drop off the package. Once it does, it returns to base for its next delivery.
Why is Europe falling behind?
Because they need stricter rules, and they are concerned about privacy and airspace management. For them, that seems to matter more than innovation, so that is the cost they are willing to pay for this service.
The European technology landscape
Slowing this progress in Europe sends a message to the rest of the tech sector. If a company like Amazon does not see it as viable to operate drones in Europe, what does that leave for other companies?
Autonomous delivery, ultra fast commerce, logistics, all of that will depend on deep regulatory changes, and if they do not arrive, Europe will be forced to watch other global markets move forward while it does not.
Are they giving up?
No, Amazon has not completely closed the door on offering this service on European soil, but they will only return when the rules allow them to grow and operate safely, without losing money, first and foremost. Until then, European skies will remain without delivery drones, and you will have to keep waiting for the doorbell to ring. Innovation does not only need bright ideas, it needs laws that do not keep it grounded.