Amazon want a key to your home- and it’s a great idea

How not to handle home delivery

Amazon have announced the acquisition of internet-of-things pioneers “Ring”; creators of smart doorbells and security devices. What’s so smart about Ring’s products? You can see and talk to (or ignore) whoever is at your door from anywhere in the world through the connected app.

The acquisition is Amazon’s second biggest to date (at an estimated one billion pounds), and allows them to enter the huge home security market.

To the casual observer, this may seem to be a gamble- what do Amazon know about security services & why punt so much cash into such a divergent product set? Having thought this myself, I did a bit of digging, and found that analysts believe the move supports their latest enhancement in home delivery- Amazon Key.

Amazon Key is a remote locking system, allowing homeowners to let trusted individuals (e.g. tradesmen, family members, and dun dun dun…..Amazon couriers) into their homes through a connected lock.

Combining Ring’s smart doorbell service with the Amazon Key will allow residents to verify that the person at the door actually is who they say they are before letting them into their home.

Reaction to Key is mixed, with heaps of tweets touting the move as another step towards Amazon’s ambitions to invade every spectre of our lives, or alternately poking fun at potential security issues. I however see it as an admirable attempt to improve the online purchasing journey.

Home delivery has transformed the retail industry, but still has room for improvement. The actual receipt of the physical goods still grates in what is an otherwise seamless experience. Whether schleping to an Amazon Locker, awkwardly parading your goods through the office, or twiddling your thumbs waiting for it at home — as a clear pain point in the journey, the delivery experience is in need of revamping .

By letting Amazon pop deliveries into the front room, via Key, coupled with the security reassurance provided by Ring, Amazon have solved a customer pain point and created an innovative offering that reinvents the final steps of the e-Commerce journey.

Amazon have made these sorts of moves before — brick and mortar retail, hardware production, and content creation are all products that seem disjointed from their e-Commerce strategy. However, Amazon are a true customer focused business, and know that means more than just e-Commerce. This is why they’re comfortable entering new business lines, providing they’re aligned to customers.

The success of this strategy is clear- Jeff Bezos, currently sits on top of the global rich list, while tripling the value of his company over the last three years.

Amazon’s ever rising share price shows their approach is paying off

The big question is, how can we all achieve Amazon levels of success?

We at SPARCK believe we can help answer this question. By mapping customer journeys, creating user persona’s, and looking at how technologies are impacting different businesses, we can help businesses create individual products, map out their services, and build long term strategies that can help everyone act like Amazon.


SPARCK combines the best creative innovation of a strategy house with the experience and capability of a leading, privately owned, technology consultancy, BJSS, with over 900 technologists. We help companies shape and deliver new products and services — and create their future.

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