The company is piloting a project in Europe that adds a new layer to urban logistics: first aid. The initiative, called Project Pulse, aims to equip some of its delivery vans with automated external defibrillators (AEDs), with the goal of reducing response times in the event of cardiac arrest, particularly in residential areas, where over 70% of such incidents occur. According to Bloomberg on 10 April 2025, the trial began in Amsterdam in November 2023 and later extended to London and Bologna.
In each of these cities, several dozen drivers—more than a hundred in total—have been trained to use the defibrillators and to perform cardiopulmonary resuscitation. They have also been linked to local civic emergency response networks through specialised apps. The device used, supplied by Koninklijke Philips, is designed to be intuitive and immediately usable: once the pads are placed on the victim's chest, the device itself indicates whether and when an electric shock should be delivered to restart the heart.
Amazon confirmed to the agency that some drivers have indeed received emergency alerts and have arrived at the scene, in some cases before or alongside professional responders. Speed of intervention is critical: according to the American Heart Association, if a shock is administered within the first minute of cardiac arrest, the chances of survival can rise as high as 90%. With every minute that passes without intervention, those chances drop dramatically.
Geography has also played a role in Amazon’s decision: in many urban areas, the company’s vans are closer to emergency sites than ambulances. A simulation conducted by Philips and included in Amazon’s internal documents showed that a fleet of 50 AED-equipped vehicles operating in a Seattle neighbourhood could have responded to alerts, on average, a full minute earlier than emergency services.
Preparations have also taken place in Paris for a potential rollout of the project there. The Staying Alive app has trained dozens of Amazon drivers in the French capital. Dr Paul Dardel, the physician overseeing the initiative, expressed hope that the project would soon be active in France, although Amazon’s current priorities appear to be focused on the UK.
Project Pulse was conceived as a social initiative to improve survival chances for anyone, not just Amazon customers, but there could be reputational benefits as well. In a context where the company is often criticised for its contribution to traffic, pollution and accidents linked to its logistics network, this type of project offers a tangible opportunity to demonstrate a commitment to the common good. Moreover, according to internal documents, there is speculation that Project Pulse could help improve driver retention rates—a group known for high turnover levels.
From an economic standpoint, the investment is considered manageable. A preliminary estimate within Amazon suggests that equipping 15% of vehicles across more than 1,100 delivery depots worldwide would cost under $17 million in the first year. However, as with many innovative initiatives, the ambitious concept has yet to move beyond the experimental phase, partly due to budgetary and staffing constraints.
