Get skeptical customers to welcome a pricey robot into their house.
Break down robo-skepticism by leaning into it.
Amazon was launching its new home robot into a category littered with novelties, overpriced gizmos and unmet expectations. Unsurprisingly, research showed that customers are highly skeptical that any new home robot will actually be useful. Even in a household where someone is excited about the idea of a home robot, there’s another member of that household who is markedly less pumped. Ignoring that skepticism would only give it power. So we did the complete opposite.