Amazon Prime Air: Critical Analysis and Recommendations

This study focuses on the critical analysis of Amazon Prime Air, its strengths and shortcomings, and provides recommendations for improvement. Explore the innovative drone delivery service and its impact on business efficiency.

PROPOSAL

TABLE OF CONTENTS
INTRODUCTION ..........................................................................................................................1
MAIN BODY...................................................................................................................................1
Background of the organization and description of situation......................................................1
Relevant literature associated with the topic...............................................................................2
Complete critical analysis regarding product, service and the process.......................................3
Forward recommendation with effective justification. ...............................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Innovation and enterprise is considered to be as a key relevant measure or practice to
effectively identify the positive change within the enterprise environment which eventually leads
to higher operational goals and efficiency. This study mainly focuses on the key background of
organization as well as the description of the products and services. This study focuses on
identifying the strengths and any shortcoming related with the products or services. Furthermore,
critical analysis regarding product, service and the process of the product is taken into
consideration. Moreover, appropriate degree of recommendation with effective justification is
ensured. The present study will focus on Amazon company which is an American multinational
company. Amazon mainly focuses on the cloud computing, digital streaming, artificial
intelligence, and e- commerce.
MAIN BODY
Background of the organization and description of situation.
Amazon company is an American multinational company which mainly focuses on the
cloud computing, artificial intelligence, digital streaming and e- commerce. It is considered to be
one of the top companies in information technology. This company was founded in the year 1994
by Jeff Bezoz. This company is headquartered in Seattle, Washington. The key products of the
Amazon company is Echo, Fire TV, Fire Tablet, Kindle, Fire OS and the key services of the
Amazon mainly includes Amazon.com, Amazon prime, Amazon Alexa, Amazon appstore,
Amazon music, Amazon prime air, Amazon web services and Amazon prime video.
Prime Air is referred to as drone delivery service which in turn has been developed by the
Amazon company. The service which focuses on delivering package that is up to five pound and
is delivered in 30 minutes or even less using small drones. the company FAA OK's Prime Air is
used in order to launch one of the long awaited drone delivery services (Eid, 2016). This drone
delivery service mainly use drones in order to autonomously fly the packages to the customers.
This helps in safely delivering the product within the period of 30 minutes or even less from the
time of ordering. The delivery radius must be within 10 mile or 16 km radius. The order must
weigh less than 5 pounds and must also be small enough in order to fit within the Cargo box
which the craft will carry.
1

Relevant literature associated with the topic.
Kraśnicka, Głód and Wronka-Pośpiech, (2018) established the fact that, the Amazon
company radically mainly focuses on the marketplace which in turn has been radically re- shaped
by the digital commerce. Amazon company was once a book selling website and now it sells
almost every possible product online. The company has also provided opportunity to the people
to set up their own store front and also helps in selling the goods on an online basis.
Squicciarini, (2017) argued that, Amazon company in turn has been moving from the one
structure to the another. They must also focus on embracing the continuous degree of evolution
and also mainly focuses on the ecosystem of the app and services. This has been designed tightly
and the key founding idea of the Amazon company is that it focuses on radically reshaping the
digital commerce. The amazon company has significantly managed to effectively remain one of
the key undisputed leader. Amazon company is still considered to be start-up from the heart and
strives to remake the expectations of the customers.
Blokhina and et.al., (2018) sought to examine the fact that, Amazon company has been
considered to be as one of the key innovative company. The company has significantly changed
the way people tends to think, live and shop. Amazon company tends to stand apart from the
other competitors in the market because of key unique cultural elements and tends to make the
key significant place in order to cultivate innovation. Jones-Evans and Klofsten, (2016) argued
that, Innovation and enterprise is a key relevant practice to effectively identify the significant and
positive change within the enterprise environment. This in turn eventually leads to higher
operational goals and efficiency. the Amazon prime tends to offer free and fast shipping to the
people on thousands of products. This is considered to be as a good business and good
marketing practice. It is significant in providing added value customer service experience.
Uyarra, Shapira, and Harding, (2016) sought to examine the fact that, Amazon prime Air
is referred to as one of the key significant drone delivery service which has been effectively
developed by the Amazon company. This service mainly uses delivery drones in order to
autonomously fly with the individual packages of the customers within the time duration of 30
minutes delivery time. In order to effectively quality for such service, the delivery of the product
has to be significantly ensure that it weigh less than 5 pounds and must also be small enough in
order to fit within the Cargo box which the craft is supposed to carry. Olefirenko and Shevliuga,
(2017) established the fact that, only those customers are eligible for the service that the parcel
2

can be delivered within the radius of 10 mile or 16 km. Kraśnicka, Głód and Wronka-Pośpiech,
(2018) argued that, the Amazon prime air will significantly comply with the amazon air traffic
management system. This way it is highly relevant in ensuring that, additional set of safety has
been maintained for the drone in order to fly at lower degree of altitudes. This way it helps in
reducing any sort of dysfunction and discrepancies. This helps in improving the logistic network
and reach more number of customer within the short duration of time. This is one of the key
relevant measure in improving the key business performance and efficiency. This results in
improved business growth and improved business efficiency. Innovation within the enterprise
will in turn results in effectively meeting the rapid change within the customers and and mitigate
the needs and demand of the customers. Uyarra, Shapira, and Harding, (2016) sought to
examine the fact that, also effectively comply with the advanced digital technology and results in
improved business performance and gain improved business productivity with greater relevance.
The Amazon company in turn has significantly tested the 50000 different drones patterns and
stimulation before selecting the best which best suits them and carry out the business with high
degree of accuracy and key relevance.
Complete critical analysis regarding product, service and the process.
Amazon Prime Air is the service which focuses on delivering package that is up to five
pound and is delivered in 30 minutes or even less using small drones. FAA OK's Prime Air is the
company which has set clear set of the regulatory skies for the Amazon company in order to
launch one of the long awaited drone delivery services. This service tends to mainly use drones
in order to autonomously fly the packages to the customers within the period of 30 minutes or
even less from the time of ordering. In order to be qualified within the 30 minutes delivery, the
order must weigh less than 5 pounds and must also be small enough in order to fit within the
Cargo box which the craft will carry (Shavarani and et.al., 2018). Also, the delivery radius must
be within 10 mile or 16 km radius. The major strength is that it helps in reducing the delivery
time and improving the experience of the customers. This way it is considered to be prominent in
improving the business performance and efficiency. The key strength associated with the
Amazon Prime air is that, the organizational culture is highly strong and the drone service
delivery programme is significant in efficient and timely delivery mechanism. It is also
significant in complying with the visibility and novelty of service. Use of the prime time in turn
is considered to be as one of the key prominent measure which in turn has been considered to be
3

highly prominent in improving the key business performance and productivity. This eventually
helps in the better attainment of the key goals and operations and leads to improved business
efficiency with high degree of accuracy and key relevance to reach large number of customers
and improve the logistics network. Another major strength of the Prime air is that, it mainly
comprise of the vision and the key navigation system which helps in avoiding any sort of
discrepancies and improve the effective business results and improved business outcomes.
One of the key shortcomings associated with the Amazon Prime Air is associated with
the battery life of the drone. The industry standard battery life associated with the drone is
approximately 25 minutes. It means the battery of the drones has to be swapped on a regular
basis. Moreover, another major problem associated with the Prime air innovation is that, it likely
to gets difficult to effectively and reliably land the drones under specific weather conditions
which mainly includes rain. Also, flying from the fulfilment centres to the residential place and
area of the business will certainly considered to be as one of the major difficult challenge
(Amazon Prime Air: 5 Major Weaknesses Of The Proposed Drone Delivery Service, 2013). It
becomes challenging if the customers lives in an apartment and becomes challenging for the
drone to verify and also authenticate the right customer at the time of delivery to the apartment.
Another major shortcoming is that, drones are considered to be highly susceptible to the
environment. Weather conditions play a key challenging role where the windy, rainy and gusty
environment is another major shortcoming associated with the Prime air which needs to be taken
into consideration. Another significant shortcoming associated with the Amazon Prime air is
that, it leads to reduction in the staff and leads to trimming of the workforce (Amazon Prime Air:
5 Major Weaknesses Of The Proposed Drone Delivery Service, 2013). FAA barriers, competition
and privacy issues are also the major shortcomings which comply with the Prime air.
The key significant process associated with the Prime Air is that, the product is
purchased. If the person is within 10 miles of distance from the Amazon warehouse. The
package has been significantly weighed 5 pounds and less. The second step is that, the order goes
to a warehouse and the item is effectively packaged placed in Robots smart warehouse. The third
step is that the drone picks up the order and the box tends to come down a conveyor and clamps
on drone (Sudbury and Hutchinson, , 2016). The last process is with the help of using GPS the
drone drops the box to the resident area and tends to return back to the warehouse.
4

Forward recommendation with effective justification.
 One of the significant recommendation for the Amazon Prime Air is considered to be
effectively anticipating the future drone data monetization opportunities. This is one of
the key relevant way to improve the business performance and efficiency. It is considered
to be significant in burgeoning the trends and also create significant level of insights and
data.
 It has been recommended that, the rotors of the drone will be fully covered for the key
purpose of safety (Blokhina and et.al., 2018). This eventually leads to the nimble and
dynamic set of flight. However, the key packages for the delivery will in turn leads to
effectively carried out in fuselage in the middle.
 The Amazon company must significantly focus on effectively refining their electric drone
which has been significantly shrouded for the key features and safety with the sense and
avoid system. The company has also launched the autonomous drone in order to
significantly build the expansive set of logistic network. This drone delivery program is
of utmost significance to improve the business performance and efficiency. This is one of
the key effective measure for the company to build their own set of delivery and shipping
network. It is also useful for the Amazon to cut down on the cost and also focuses on
managing the growing customer base.
 It has been recommended that, dual test mode and landing and also taking off which has
been done vertically and then again shifting all 6 propellers in order to effectively fly
horizontally helps in mitigating the key shortcoming linked with the delivery of the goods
to the customers to their specific apartment or residential area.
 Another one of the major recommendation linked with the Prime Air is that, air traffic
control (Uyarra, Shapira, and Harding, 2016). This is significant in avoiding hitting to
the things or any sort of other malfunction. This helps in avoiding shortcoming related
with the delivery of the product to the unfamiliar address or land.
 It has been recommended that, complete weather forecast in turn is considered to be
highly significant in improving the business performance and efficiency. It helps in
evaluating the typical weather conditions and has resulted in effectively improving the
business efficiency and leads to significant consumer experience by mitigating the
shortcomings associated with the drastic change in the weather conditions.
5

 It has been recommended that, the Amazon prime air must also effectively focus on
improving the battery life of the drone. Complete research and development must be
carried out which is useful in improving the business performance and efficiency at a
greater scale. Use of global energy transmission is considered to be highly significant in
fast wireless charging for the drones and helps in improving the delivery time,
surveillance and inspection. This helps in overcoming the major shortcoming associated
with the delay in the delivery of the package within the 30 minutes time duration.
 Complying with the necessary laws and certification is a sign of indication that, FAA
comply with the operating and safety procedure of the Amazon. This is prominent in
complying with the autonomous drone delivery service and helps in delivering the
packages to the customers in a significant and prominent manner. It is significant in
improving the business efficiency and carry out the business operations in a legal and
sustainable manner.
CONCLUSION
From the above carried out study it has been effectively concluded that, Prime Air is
referred to as drone delivery service which has been developed by the Amazon company. The
service which focuses on delivering package that is up to five pound and is delivered in 30
minutes or even less using small drones. Amazon company in turn has been moving from the
one structure to the another. They must also focus on embracing the continuous degree of
innovation. Additional set of safety has been maintained for the drone in order to fly at lower
degree of altitudes. One of the key shortcomings associated with the Amazon Prime Air is short
battery life of the drone. It has been recommended that, the Amazon prime air must also
effectively focus on improving the battery life of the drone using global energy transmission.
6

REFERENCES
Books and Journals
Blokhina, O.A nd et.al., 2018. Improving the technology of innovation systems management at
an enterprise. International Journal of Civil Engineering and Technology, 9(13), pp.137-
143.
Eid, H.A., 2016. The museum innovation model: a museum perspective on open innovation,
social enterprise and social innovation (Doctoral dissertation, University of Leicester).
Jones-Evans, D. and Klofsten, M. eds., 2016. Technology, innovation and enterprise: The
European experience. Springer.
Kraśnicka, T., Głód, W. and Wronka-Pośpiech, M., 2018. Management innovation, pro-
innovation organisational culture and enterprise performance: testing the mediation
effect. Review of Managerial Science, 12(3), pp.737-769.
Olefirenko, O. and Shevliuga, O., 2017. Commercialization of innovations: peculiarities of sales
policy at innovation active enterprise. Innovative Marketing, 13(2), pp.6-12.
Shavarani, S.M and et.al., 2018. Application of hierarchical facility location problem for
optimization of a drone delivery system: a case study of Amazon prime air in the city of
San Francisco. The International Journal of Advanced Manufacturing Technology, 95(9-
12), pp.3141-3153.
Squicciarini, M., 2017. Entrepreneurship, innovation and enterprise dynamics. Small Business
Economics, 48(2), pp.273-278.
Sudbury, A.W. and Hutchinson, E.B., 2016. A cost analysis of amazon prime air (drone
delivery). Journal for Economic Educators, 16(1), pp.1-12.
Uyarra, E., Shapira, P. and Harding, A., 2016. Low carbon innovation and enterprise growth in
the UK: Challenges of a place-blind policy mix. Technological Forecasting and Social
Change, 103, pp.264-272.
Online
Amazon Prime Air: 5 Major Weaknesses Of The Proposed Drone Delivery Service. 2013.
[Online]. Available through : <https://www.ibtimes.com/amazon-prime-air-5-major-
weaknesses-proposed-drone-delivery-service-1491978>
7