Dive Brief:

• Amazon's Key for Garage, announced earlier this year, is now available for Prime customers to install at their homes.
• "We know it is important to keep innovating to make delivery as convenient as possible for customers," Rohit Shrivastava, the general manager of Key by Amazon, said in a statement.
• Key for Garage will require the use of a myQ-connected technology. Users who already have a myQ-connected garage door opener can connect their Amazon account. Otherwise, they will need to invest in some new hardware.

Dive Insight:

The release of Key for Garage comes more than a year after the original Amazon Key, now Key by Amazon, was announced.

"Amazon Key gives customers peace of mind knowing their orders have been safely delivered to their homes and are waiting for them when they walk through their doors," Peter Larsen, vice president of delivery technology at Amazon, said in a 2017 statement.

But then the internet started voicing opinions on this Amazon innovation and a theme seemed to emerge: Letting Amazon into your house might be a little creepy. "I’d rather have porch pirates steal my sponges than let Amazon in my house," one headline proclaimed.

Letting Amazon into a garage rather than a front door might be an easier sell for people who are worried about privacy. An Amazon Cloud Cam can also be connected to allow users to have a video recording of any time the door is opened.

Garage deliveries provide security from pesky porch pirates and are more convenient for consumers than picking up packages from a locker or store.

Key for Garage could offer relief to sellers and retailers burdened by the cost of replacing stolen parcels. The question is how popular the service will be among consumers.