Amazon, the giant of eCommerce, has been investing in logistics technology for years—a commitment that has even made it the subject of online memes. However, these efforts have resulted in a fleet of more than one million robots currently operating in its distribution centers worldwide. As the company has explained on several times, these robots—including units equipped with artificial intelligence (AI) technology—have transformed the way products are managed and customer needs are met.
However, all of these advancements have come hand in hand with an extensive and profound controversy regarding the future of employment on a global scale.
According to internal documents reviewed by The New York Times, Amazon intends for its advancements in automation to allow it to avoid hiring more than 600,000 people by the year 2033, even if it doubles its sales volume. This efficiency goal places Amazon at the forefront of a massive workforce restructuring, while also positioning it at the center of the current debate about replacing humans with machines in corporate environments.
For these reasons, we believe it is appropriate to review Amazon’s latest technological innovations—including the recently unveiled Blue Jay and Project Eluna systems—which are enabling this transformation, and to analyze the company’s strategy for managing the impact of automation.
Let us proceed.
Long, long ago (2012), in a land far, far away (California), Amazon deployed for the first time the Kiva Robots, devices resembling an orange Roomba powered by an excessive amount of steroids.
These robots were so striking, and so drastically changed the traditional concept of warehouse management, that their image quickly went viral, giving rise to frights marvels such as this waltz, or this dance set to The Nutcracker Suite music, both recorded when Kiva was still an independent company and not part of the eCommerce giant.
Kiva has belonged to Amazon for 11 years (the company acquired it for $775 million), and although more than 200,000 of these units are still operating within its warehouses, they are by no means the most advanced technology in this field possessed by Jeff Bezos’ company in the area of robo-logistics.
Proteus was Amazon’s first fully autonomous mobile robot, utilizing computer vision and machine learning to operate safely alongside employees in logistics centers and to optimize operational efficiency.
This robot was designed to perform its tasks independently and to move among employees, enabling what Amazon calls a “simple and safe interaction between technology and people.” Proteus is by no means the only robot in Amazon’s arsenal; Cardinal and Sparrow are two robotic handling systems that play a vital role in sorting and picking packages in the company’s distribution centers—robotic arms essential for the sorting and picking of items.
However, logistical efficiency extends beyond the mere handling of packages. Amazon has introduced the concept of “Container Storage” in its operations, in which robots are used to deliver products to employees in a more ergonomic manner.
In 2023, Amazon unveiled Digit, its futuristic humanoid robot, designed to efficiently perform repetitive tasks with remarkable agility—and a touch of elegance. These androids were created by Agility Robotics, a company in which Amazon itself is an investor, following the same model as the Kiva acquisition years earlier.
According to the company, Digit is limited to repetitive tasks: “Digit can move, grasp, and manipulate items in warehouses in novel ways. Its size and shape make it a good fit for buildings designed for humans, and we believe there is a significant opportunity to scale a mobile manipulator solution, such as Digit, that can collaborate with our employees. Our initial use of this technology will be to assist employees with container recycling: a highly repetitive process of picking up and moving empty containers once inventory is completely removed.”
The potential of Digit is enormous. Agility Robotics has established its first production center for this type of humanoid unit, capable of producing up to 10,000 Digits per year—a task in which, interestingly enough, Digit units themselves are involved.
In addition to these units, Amazon launched Sequoia in 2023, a new robotic system aimed at assisting in fulfilling customer orders during key shopping events of the year.
“We have restructured our method of storing and managing inventory so that Sequoia can help us fulfill customer orders with greater speed and accuracy, while simultaneously enhancing employee safety within our facilities. Sequoia allows us to identify and store inventory received in our logistics centers up to 75% faster than what we are currently able to do. This means we can post items in our store more swiftly, benefiting both sellers and customers. When orders are placed, Sequoia also reduces the time required to process them in the logistics center by up to 25%,” the company explained at the time.
Sequoia integrates mobile robots, gantry crane systems, robotic arms, and a state-of-the-art ergonomic workstation designed to facilitate inventory management within containers. The mobile robots are responsible for transporting items in containers, delivering them directly to a gantry crane. This crane has the capability to restock containers as well as send them to staff members assigned to selecting products requested by customers.
Once the items required by customers are retrieved from inventory, the task of regrouping the remaining inventory within the containers must be performed. At this stage, Sparrow comes into play, undertaking the repetitive task of organizing products within containers, ensuring that, once filled, they are returned to their respective storage locations efficiently and seamlessly.
Vulcan is among the latest additions to Amazon’s robotic fleet. This robot uses physical AI and force sensors to handle items with delicacy and precision. Its design is focused on worker ergonomics, as it assumes the tasks of stacking and retrieving goods from upper shelves (approximately 2.4 meters high) and from the floors of containers, eliminating the need for workers to use ladders.
Unlike traditional industrial robots, which lack sensitivity, Vulcan employs force feedback sensors in its arm and tools so that it can precisely detect when and how it touches an object, thereby avoiding damage. It is equipped with a dual tool: a spatula that allows it to push and “create space” between densely packed items in containers, as well as paddles (clamps) that adjust the gripping force depending on the product’s size and fragility, thus being able to handle approximately 75% of all item types.
If this already seemed remarkable, the most recent innovations (presented only recently) mark the culmination of Amazon’s robotics and AI strategy at the finish line of last-mile delivery. Enter Blue Jay and Eluna.
Amazon has introduced Blue Jay as the latest evolution in robotic handling, engineered for maximum efficiency and ergonomics. This new model coordinates multiple robotic arms to conduct concurrent tasks, successfully combining three separate robotic stations into a single optimized workspace that can simultaneously pick, stack, and consolidate items.
According to the company, it reduces repetitive reaching and lifting tasks, allowing employees to work within their ergonomic “power zone.” Its development was accelerated thanks to AI and the use of “digital twins.” It will become a key technology for same-day delivery centers, expediting the process for the customer.
Project Eluna constitutes a breakthrough in operational intelligence by incorporating agentic AI, a system designed to reason through complex operational situations and act autonomously in order to recommend solutions. In this way, it functions as a “cognitive teammate” for operations managers, reducing mental workload. Furthermore, it can collect both historical and real-time data from throughout the warehouse to anticipate bottlenecks and failures.
Its integration with Amazon’s logistics systems enables operators to pose complex questions and receive clear, data-driven recommendations. The objective: to transition from reactive management to operational forecasting.
Against the backdrop of this entire robotic landscape, Amazon emphasizes that technology serves to enhance the work environment. By delegating heavy and repetitive tasks to machines, the company explains that it has trained more than 700,000 employees in technical skills since 2019, ensuring that its most advanced centers require up to 30% more employees in maintenance, reliability, and engineering roles. Robotics and AI are regarded as tools to make work “safer, smarter, and more rewarding.”
Only time will tell if employees share this perspective.
Images: Amazon
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