Amazon India Adopted 4 Technology Interventions to Keep Its Associates Safe During Prime Day 2020
TheNFAPost Podcast

Bengaluru, NFAPost: Amazon India organized its 2-day shopping event Prime Day on August 6th & 7th 2020 for members across the country, leading to a busier than usual time in Amazon India’s operations network.

Since the early days of the pandemic, Amazon India has been committed towards the safety of its associates, customers and partners with close to a 100 process changes across its Fulfilment Centers, Sortation Centers and Delivery stations in alignment with the guidance from local authorities and the World Health Organization (WHO).

Here is a closer look at 4 of the many technology interventions that enabled the company to deal with large volumes yet seamlessly fulfil customer promises during Prime Day in India while prioritising the safety of its associates.  

Social Distancing Implementation/Tool

Proxemics, a CCTV-based solution enables social distancing using Artificial Intelligence at Amazon India’s Operations buildings. Images from CCTVs placed in high density areas in Fulfilment Centers (FC), Sort Centers and Delivery Stations are captured every five minutes and processed using an image processing algorithm. These images are filtered to identify those that have more than two persons in a frame to ensure a distance of 2m/6ft distance is maintained at all times.

Non-Contact Infrared Temperature Checks          

All individuals who enter an Amazon site, including employees, associates, contractors, business partners, or other visitors are screened at the entrance of the site. Non-contact infrared thermometers & thermal cameras are used for scanning and temperature checks. A thermal camera uses sensors to enable the camera to screen for elevated temperature thereby identifying anyone with a fever – a common symptom of COVID 19.

Integration of Feedback Messages from Customers

Amazon India and its customers recognize the vital role played by its associates across the Amazon India fulfilment network during the pandemic. To ensure this recognition and messages from customers acknowledging their hard work reach associates regularly, a stream of positive customer testimonials and anecdotes collected by the customer service team and from social media show up on the app used for deliveries by the delivery associates across the country. The communication includes messages of gratitude towards the associates for their resilience and determination to offer services during these challenging times.

In-app Safety Communication

The in-house associate applications and web tools feature pop-up safety messages which appear at regular intervals every day. Technology tools were developed in a short period to communicate safety guidelines and send reminder safety messages every time associates open their app or webtool to perform tasks.

Tools for managers to send bulk messages to a large number of associates have also been devised to ensure that in-person gatherings and meetings are completely replaced.
Safety remains at the core of Amazon India’s operations. The company will continue to develop more technological innovations to further strengthen safety measures for its on associates and customers.

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