Amazon Will Now Deliver Packages to Customers’ Cars

Amazon.com announced a new delivery option for Prime members this week: in-car delivery. The Verge reports the new service, which will launch in 37 cities across the U.S., will allow Prime subscribers with GM or Volvo vehicles to have their orders delivered directly to their car. In order to use the new delivery option, Prime members will have to download the Amazon Key app and include a detailed description of their vehicle, with a license plate, to allow Amazon couriers to locate it. Once they've located the vehicle, couriers request access to it, which customers grant through the app (and the required active OnStar or Volvo on Call account). The courier places the order inside the car and leaves once the car is locked. Over 7 million cars in the U.S. will be eligible for the new Amazon service, according to GM and Volvo.

Total Retail's Take: Perhaps this is the new reality of retail delivery (or at least its future), but I still feel this verges on creepy. First, Amazon asks for permission to enter your house through the new Amazon Key, and now it wants the same access to your car? In my opinion it's better to get deliveries to your car instead of inside your house, but I just don't know if I'm on board with this. However, lots of retail experts disagree with me.

“In-car delivery is another smart move by Amazon in its efforts to become an omnichannel retailer," said Charles Dimov, vice president of marketing at OrderDynamics, a SaaS order management systems provider. "Frankly, I believe this is a much better option than the in-home delivery offering. Letting someone into your home when you're not there strikes most shoppers as "creepy." Letting a stranger put your purchases into the trunk of your car, also takes a fair bit of trust — but less so. Well done on pushing the convenience paradigm, yet again. The lesson for the rest of the retail industry is to start experimenting with omnichannel retailing. It's a whole new retail market. You have to keep innovating, adapting and getting better.”

For more information on Amazon's new in-car delivery program, check out the video below.