Dive Brief: 

• Amazon CEO Jeff Bezos told 60 Minutes on Sunday that the online retailer was developing the technology to offer 30-minute delivery via drone in a program called Amazon Prime Air. 
• The announcement received a huge amount of press, but experts, marketers and journalists are calling the online retailer's bluff, saying the idea was a publicity stunt. According to experts, the reality of delivery drones anytime soon is wildly unrealistic. 
• Commercial drone use is not expected to be approved by the FAA until at least 2015 or 2020 and then there are issues like safety, battery life, lack of delivery infrastructure and the fact that customers of Amazon Prime Air need to live within 10 miles of a fulfillment center. 

Dive Insight: 

If Jeff Bezos' announcement was a marketing stunt, it was a rather effective one. Media outlets all over the world were covering the possibility of Amazon delivering by drones. While the likelihood of Amazon Prime Air becoming a reality anytime soon is slim, if it does become feasible, Amazon will already be in everyone's mind as the first to go there.