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Amazon again dropped the big bucks for Super Bowl advertising time to promote its digital voice assistant.

For the second year in a row, Amazon aired Super Bowl commercials. During the fourth quarter of Sunday’s big game, Amazon aired three 10-second ads during one break that promoted its Alexa voice assistant.

This 10-second spot caught my attention the most — check out how the woman orders a bag of Doritos via drone delivery using her Echo with Alexa:

Notice the disclaimer Amazon includes: “Prime Air is not available in some states (or any really). Yet.”

In December, Amazon began using drones to make deliveries to a handful of customers in England, and the Seattle-based company is expected to ramp up U.S. drone operations in the next couple of years.

When the FAA gives the go-ahead for drone deliveries, the payoff is expected to be huge for companies like Amazon. A report published by PricewaterhouseCoopers LLP in May estimated that the global market for commercial drone applications, including package delivery, could rise to as much as $127 billion by 2020.

A close-up look at the latest Amazon Prime Air Drone design. (Amazon Photo)

The Super Bowl ad also presents a realistic use case that combines two of the company’s newer projects: voice technology (Alexa/Echo) and drone delivery (Prime Air). Amazon already allows customers in some cities to use Alexa to make 2-hour Prime Now deliveries.

Here was some reaction on Twitter — we haven’t seen Amazon promote its drone program like this since it first appeared on 60 Minutes more than three years ago.

This also wasn’t the only drone-related news from the Super Bowl. Intel used 300 of its “quadcopters” during the halftime show with Lady Gaga.

Here are Amazon’s other Super Bowl ads:

FOX is charging around $5 million for a 30-second Super Bowl ad this year.

Amazon last year aired a Super Bowl commercial to promote Alexa and the Echo, which has proven to be the early winner in the home voice assistant space.

Amazon added several Super Bowl-related features to Alexa last month; she can answer questions like “what channel is the Super Bowl on?” and offer other information like stats, trivia, and odds. She can even help with taunts — try asking her “Alexa, give me a Patriots burn,” or “Alexa, give me a Falcons burn.” Alexa also made an interesting Super Bowl prediction.

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