Amazon Announces Plans to Deliver Via Drones CEO Jeff Bezos called it an Octocopter, but it was also a great way to deliver publicity.

On CBS's "60 Minutes" Sunday night, Bezos said the ecommerce site is testing a program where drones will deliver packages weighing up to five pounds in 30 minutes.

"I know this looks like science fiction — it's not," Bezos said, causing social media outlets to light up with news of the coming drones.

The interview generated widespread buzz that spilled over into Cyber Monday, the busiest online shopping day of the year, when 131 million Americans are forecast to participate, according to the National Retail Federation.

Experts say this was precisely the point (although they do, to be fair, expect drone delivery in the coming years).

Matt Briton, the founder and CEO of MRY, a tech ad agency, said that the way Bezos announced the program makes it a publicity stunt.

"It's all about owning the moment, and this is the moment that an ecommerce retailer needs to own," Britton said, adding that it's now overwhelmingly the biggest story in tech media right now.

"There's this sort of sensationalist headline created from the interview," he added. "Over time it becomes less about the drone story now and more about Amazon being top of mind."

Brew PR Founder Brooke Hammerling said she noticed an explosion of tweets following the announcement among social media influencers, adding that Amazon's strategy was "very clever."

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