These are talented grad students doing a gig "for exposure" on Amazon's dime with Amazon recruiters in the room hungry for talent. Many other recruiters were there (including Uber - first time I've seen them at an academic robot conference).
edit: should add that not only recruiters were there. Amazon engineers including their head of robot R&D were involved and available on the floor. Nice people.
(I'm not affiliated with Amazon and I don't do picking research)
The teams were almost all Universities. This is research, not business.
Pretty much the only one I spotted in the team list that wasn't, was mitsubishi. Unless they're really struggling these days, I don't think that exposure is an issue.
If you could teleport packages to my front porch, would you be willing to give that to Amazon in exchange for $25k and "exposure"? Amazon becomes the first trillion dollar company in history and you get your name on a press release and some snack money. I would never want any sort of exposure that told people that I'm easily duped about the value of my brain.
The problem is very very far from solved. Amazon is supporting students to work on problems Amazon cares about, and these events are very important for Amazon to recruit engineers. Some of these young people will go work for Amazon and some of them will start companies that Amazon will buy. I don't think they are being duped.
Amazon's robotics group is the Kiva Systems startup they bought for a huge amount of money a few years ago.
I was at the conference and dropped in to this event. Lots of energy and committed teams. Many/most teams did pretty badly. I heard (but couldn't confirm) that only one item was correctly picked on the first day. It's not easy.
Having been a grad student (EDIT: Hey, it turns out my research group has published at ICRA! But not while this has gone on.), I get why these events are interesting/important. However it seems like AMZ could do a little more than <1/8th of an engineer in prize money (not counting the cost of running the conference).
I believe they did not directly fund these group's research. Just the challenge.
Amazon does in-house R&D and is precious about the IP, like most companies. Academic research needs to have flexible IP deals.
Most of the Amazon funding for this event went to supporting student travel and registrations, plus gear shipping. Details are probably confidential but think roughly an order of magnitude more than the cash prize. Shipping is expensive.
Funding challenges is smart. Some groups are doing funded research anyway, on more-or-less related things like grasping, vision, manipulation, planning, whatever. The challenge gets teams to focus on a more complete and realistic task, thus guiding the development of their general tech in Amazon's direction.
Bottom line: Amazon, the historically conservative low-margin retailer, showed up at the premier IEEE robotics research conference, brought some money and hired some grad students. Students worked hard, learned a lot. Amazon and winners got some good press. Awesome.
It's interesting how the best team was way ahead of everyone else. I'd be very interested to see what Amazon can do internally.
"Amazon, the historically conservative low-margin retailer"
They are slowly raising prices. It's off topic, but I have noticed their prices are slowly rising. I saw this happen to Home Depot, and Costco. I'm not knocking Amazon, I just got too comfortable clicking away, and should have been looking around for the best price.
These research groups are building useful tools and giving the results away to the world for free. If you'd invented the teleport system, it'd be so wide-rangingly amazingly useful that I hope it'd be released openly.
1. Can win money
2. Gain exposure
3. Network with other contestants
4. Potentially get more funding