Amazon's Ring Ends Flock Partnership Following Super Bowl Ad Controversy

• Ring cited that the Flock integration would require 'significantly more time and resources than anticipated,' though the partnership was never active and no videos were shared between the systems
• Flock Safety operates automated license plate readers sold to law enforcement agencies including ICE and CBP, which have accessed Flock's data during immigration enforcement operations
• The controversy reflects broader tech industry pressure, with over 900 Google employees and Salesforce staff also demanding their companies cut ties with ICE and CBP

Summary: Amazon's Ring Ends Flock Partnership Following Super Bowl Ad Controversy

Key Development:

Amazon-owned Ring has terminated its partnership with police technology company Flock Safety following significant public backlash. The partnership, announced in October but never activated, faced scrutiny after Ring's Super Bowl advertisement promoted an AI-powered "Search Party" feature for locating lost pets, which privacy advocates labeled a "surveillance nightmare."

Companies and Background:

• Ring: Acquired by Amazon for $839 million in 2018, primarily known for connected doorbell devices with video recording capabilities
• Flock Safety: Operates automated license plate reader networks, selling surveillance software to law enforcement agencies including ICE and Customs and Border Protection

Market Context:

This cancellation reflects mounting pressure on tech companies to reassess relationships with federal agencies. Over 900 Google employees petitioned their company to withdraw from ICE and CBP contracts, while Salesforce employees similarly urged CEO Marc Benioff to cancel "ICE opportunities." A protest outside Amazon's Seattle headquarters was scheduled for Friday.

Official Response:

Ring stated the integration would require "significantly more time and resources than anticipated," leading to a "joint decision" to cancel. The company confirmed no videos were ever shared and the partnership never went live.

Implications:

The reversal highlights growing tensions between tech companies' business strategies and employee/public sentiment regarding surveillance technology and immigration enforcement. Ring, which had been repositioning itself around crime-fighting under returning CEO Jamie Siminoff, faces ongoing privacy concerns despite recent efforts to adopt a more family-friendly image.