In a December $1,2013,$ interview on the American television program $60$ Minutes, Amazon CEO Jeff Bezos announced that Amazon would soon change the future of online shopping by enabling customers to receive items within thirty minutes of ordering. This delivery service, Bezos said, would be powered by unmanned autonomous drones and could be offered as soon as $2015.$ The market reaction was instantaneous and positive. Still, Amazon needed some answers before it could launch autonomous delivery services: Were customers ready to embrace and pay for this type of delivery service? Would regulators allow it$?$ How would this delivery method impact its current channels? Would it be too risky for Amazon to wait to launch this service? If it decided to go ahead, how should it launch, and to whom?