Amazon Releases Clips Advertising Future Drone Delivery System

LOS ANGELES (CBSLA.com) — Amazon has released several clips advertising its future delivery system known as Prime Air.

The clips featuring "Top Gear's" Jeremy Clarkson introduce the drone delivery system, which once operational, will get packages to customers in 30 minutes or less.

"In time, there will be a whole family of Amazon drones," explains Clarkson in the clip. "Different designs for different environments."

Clarkson explains the drone will use "sense and avoid" technology to safely operate.

Amazon says Prime Air will be a Prime Air delivery option once the company obtains the regulatory support necessary.

The online retail giant in March was issued an experimental airworthiness certificate from the FAA to test the new method.

That certificate had imposed several limitations, including operating flights at 400 feet or below in the daylight.

Amazon currently offers same-day shipping in Los Angeles, as well as other large cities, according to BusinessInsider.com.

"Prime Air has great potential to enhance the services we already provide to millions of customers by providing rapid parcel delivery that will also increase the overall safety and efficiency of the transportation system," the company said online.

In mid-October, the Los Angeles City Council unanimously approved a regulation prohibiting drone operators from flying with a five-mile radius of an airport, at night or at a height over 400 feet.

The FAA already imposes civil penalties, but the city's new rules would allow local law enforcement to criminally prosecute violators.

The use of drones near commercial airspace has concerned fliers, airlines and aviation experts, especially in the L.A. area where there have been several near-hits between drones and airplanes.