Here’s why Amazon must face the facts and accept reality when it comes to costly drone deliveries
Amazon should shut down its drone programme, according to Brittain Ladd, a supply chain consultant and former executive at the US e-commerce giant.
Ladd was speaking as Amazon lost two executives key to its drone delivery operations.
Jim Mullin, Prime Air's chief pilot, left last month, whilst Robert Dreer, who reported to Mullin and was responsible for all of Prime Air's test operations, departed last week for a role at electric vertical takeoff and landing aircraft startup Opener.
In a LinkedIn post, Ladd said: “There comes a point in time when individuals and companies must face the facts and accept reality.”
Amazon, he noted, has been touting since 2013 that it would become the leader in delivering packages that weighed five pounds or less via drones. “The brutal truth is that Amazon isn’t close to achieving their goal.”
“Despite receiving millions in funding, Amazon Prime Air is only testing drones in two small markets, and the programme has been plagued by drone crashes and poor drone performance.”
Ladd added: “I have been a critic of Amazon’s drone programme from the beginning because I don’t believe drones will benefit Amazon accept in a few limited use cases. I certainly understand why people there got excited about using drones. Yes, they’re cool and fun to fly. They’re also a nightmare of regulations.”
“I remain convinced that Amazon should immediately shut down its drone programme. In a year or two, it can assess the market to see which drone company has achieved all regulatory approvals and is also successfully delivering packages. If there is a business case for using drones, Amazon can easily acquire a leading drone company.”
He concluded: “Some may argue that Amazon should keep its programme and increase the funding. I disagree. Drones are a distraction to Amazon.”
“Regardless of how little progress has been made related to drones, the programme keeps getting funded. Andy Jassy needs to make it clear that enough is enough and that there are more important priorities for Prime Air and Amazon.”
Amazon did not respond to our request for comment.
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