Red Bull invited Amazon to join in a celebration of the collective push towards innovation, driven by the fuel of human power.

For Amazon’s entry into the 2017 Red Bull Soapbox race, a Prime Now-branded “bag car” was designed to highlight the synergy between Amazon's human-powered deliveries and the nature of Red Bull Soapbox cars. During the event, Amazon served as the pace car, pausing strategically to deliver Red Bull products in Prime Now bags along the course. The build , and subsequent run, was documented and displayed on a Red Bull-branded landing page, featuring race videos and related Red Bull products.