In a bold move that blurs the line between logistics and lifesaving, Amazon has been quietly testing a program that equips its delivery drivers with defibrillators to aid cardiac arrest victims. Dubbed Project Pulse, the initiative launched in Amsterdam in November 2023 before expanding to London and Bologna, according to internal documents seen by Bloomberg.
The idea is simple but powerful: Amazon’s fleet is constantly moving through residential areas, often closer to an emergency than paramedics. By arming drivers with automated external defibrillators (AEDs) and linking them to local emergency response networks, Amazon aimed to cut down the crucial minutes that determine survival.
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A Test Run With Real Impact
Over 100 contract drivers participated in the pilot, carrying AEDs manufactured by Koninklijke Philips NV. When alerts from citizen responder apps came in, some drivers arrived at the scene—sometimes even before professional medical teams.
“More than 70% of cardiac arrests happen at home, far from AED-equipped offices or public spaces,” said Paul Dardel, a chief doctor with the Paris-based emergency app Staying Alive, which trained dozens of Amazon drivers last year. His hope? That Amazon would take the program nationwide. For now, the company is prioritizing expansion in the UK.
Amazon spokesperson Anneliese Hellwig-Schuster confirmed that the pilot has concluded and the company is “evaluating feedback and exploring further opportunities.”
A Calculated Bet With A PR Upside
The stakes are high—both for cardiac arrest victims and Amazon’s reputation. The company’s last-mile delivery network has faced scrutiny over traffic congestion, emissions, and driver working conditions. But Project Pulse positioned Amazon in a new light: as a corporate player leveraging its logistical reach for the public good.
Beyond goodwill, there’s precedent for success. Philips previously partnered with Volvo in the Netherlands, deploying 25 AED-equipped vehicles that assisted in 11 emergencies in six months. The British Heart Foundation ran a similar initiative in 2021, outfitting telecommunications workers with defibrillators, likely saving a life in the process.
Scaling Up: Logistics Vs. Reality
Internally, Amazon estimated it would take less than $17 million in the first year to equip 15% of its 1,100+ global delivery depots with AEDs—a fraction of its multibillion-dollar logistics budget. But scaling the program remains uncertain. Tight delivery schedules, driver turnover, and funding constraints are all hurdles.
There’s also the legal aspect. Amazon’s legal team assessed the risk of drivers facing lawsuits as low, citing European laws protecting bystanders who step in to help. That’s one less obstacle—but convincing thousands of contract drivers to volunteer remains a challenge.
Meanwhile, Philips’ recent sale of its emergency care unit to Bridgefield Capital adds another layer of uncertainty. Though the AEDs will retain the Philips brand for up to 15 years, the long-term availability of devices for a full-scale rollout remains unclear.
The Verdict: A Vision Worth Pursuing?
Project Pulse highlights Amazon’s ambition to leverage its logistics empire for societal impact. Whether this experiment becomes a permanent fixture—or remains an intriguing but short-lived test—depends on whether Amazon sees enough value, both in lives saved and corporate goodwill earned. For now, the company is watching, evaluating, and deciding whether its drivers will continue doubling as first responders.
