The Drum Awards for Marketing - Extended Deadline

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By Steven Raeburn | N/A

December 2, 2013 | 3 min read

Online shopping brand giant Amazon has announced via Twitter that it plans to undertake shopping deliveries via unmanned aerial drones.The announcement was made via its verified @amazon Twitter account.The development, named ‘Primair’, is subject to FAA approval.“We're excited to share Prime Air — something the team has been working on in our next generation R&D lab,” Amazon said on its website.“The goal of this new delivery system is to get packages into customers' hands in 30 minutes or less using unmanned aerial vehicles.“Putting Prime Air into commercial use will take some number of years as we advance the technology and wait for the necessary FAA rules and regulations.”The proposed use of drones has led to public concern from civil liberties groups. Last year a European Commission working paper, ‘Towards a European Strategy for the Development of Civil Applications of Remotely Piloted Aircraft Systems’, claimed that there were 400 civilian drone applications in development across the EU.