It was called the "octocopter" and it promised to fly anything from concert tickets to toys direct to your door inside half an hour.
But Amazon's ambitious plans for delivery by drone have been dealt a blow thanks to draft US legislation that would severely restrict their commercial use.
The US Federal Aviation Authority yesterday released new proposals that would effectively make it illegal for drones to fly outside the pilot's line of sight, a move that would significantly reduce their commercial reach.
It would also restrict night flights and restrict the ability to fly in densely populated areas. While the plans are still at draft stage, many companies fear they would reduce the potential of the technology and pull the plug on the most ambitious plans such as late-night food delivery, or dispatching drinks during a sports match or music festival.
For Amazon the news comes as a particular blow. The Seattle-based firm has been one of the pioneers of the technology with Prime Air, its drone delivery programme that aims to deliver packages to customers in 30 minutes.