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Amazon launches Prime Air delivery drone push with Jeremy Clarkson

Amazon Prime Air drone deliveries are getting ever closer, with the online retail giant revealing a new batch of colourful drones and a celebrity-endorsed advert.

Amazon has made rapid progress with its drone delivery concept in recent times. While a full public rollout could still be some way off, Amazon is clearly sending out a message that it’s ready to roll with drones from a technological and logistical standpoint.

The company has launched a new information page for its Prime Air initiative, complete with images, videos, and frequently asked questions. As you can see from the main image, Amazon has now kitted its drone prototype out with a colourful decal.

This fleet of automated drones is designed to deliver local packages in just 30 minutes from the time you hit the’Buy’ button.

Indeed, a new video ad showcases the process, with none other than former Top Gear host Jeremy Clarkson talking us through it. If you think that’s weird, remember that Amazon signed Clarkson and his two co-presenters up for a new car show shortly after he was sacked by the BBC.

Besides Clarkson’s inimitable tones, the advert showcases how a pair of football boots could be ordered and flown to your house in just half an hour. It also mentions how, in time, there could be a whole family of Amazon drones, with different forms used for different environments.

Related: Flying a drone: everything you need to know

The drone featured in the ad can fly for 15 miles at 400 feet above ground, and it employs “sense and avoid technology” to negotiate its way around obstacles on the ground and in the air. The drone will also scan the landing zone (established by an Amazon ‘A’ card place by the customer) for hazards before landing and gently plopping the package down.

While this latest ad is very slickly produced, true Amazon drone deliveries to the public are still likely to some way off. There are numerous regulatory hurdles to overcome before drones become an accepted part of everyday life.

Next, take a look at our Amazon Kindle Voyage review video:

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