Amazon’s Zoox has launched an early rider program in San Francisco, offering select members of the public free rides in its purpose-built, driverless robotaxis. The initiative, which began on Tuesday, marks a key step in Zoox’s push to bring its autonomous ride-hailing service to more people, directly competing with Alphabet’s Waymo in the same market for the first time. The company is allowing users to take rides in its distinctive, toaster-shaped vehicles in neighborhoods including South of Market (SoMa), the Mission, and the Design District, with the waitlist being updated based on location and fleet availability. Zoox CEO Aicha Evans said the company has seen “incredible interest” in San Francisco and is excited to expand access. The “Zoox Explorers” program is designed to gather real-world feedback as the company refines its service. While the company did not disclose how many riders will be selected for the initial launch, it plans to add more users as it grows its fleet. Zoox aims to eliminate the waitlist entirely by 2026. The robotaxis, which have no steering wheel or pedals, are built from the ground up for autonomy, featuring a unique, boxy, bubble-like design. Inside, passengers face each other, creating a social, gondola-like experience. The company has been testing in San Francisco since 2017, initially using retrofitted Toyota Highlander SUVs, before rolling out its custom vehicles in 2023. As of now, Zoox operates a fleet of 50 robotaxis across San Francisco and Las Vegas. Zoox made a major move in September by launching a public, free-ride service on the Las Vegas Strip — its first such launch outside of employee testing. Since then, thousands of riders from around the world have experienced the service, with feedback consistently praising the unique ride experience and preference for Zoox over traditional cars. The company’s expansion comes amid a rapidly evolving robotaxi landscape. Waymo, Alphabet’s self-driving unit, has already launched fully autonomous rides in five major U.S. cities, including San Francisco, where it began serving all riders in June 2024. Waymo’s fleet includes over 1,000 vehicles, primarily retrofitted Jaguar I-PACE SUVs, and it recently expanded to include freeway rides in San Francisco, Los Angeles, and Phoenix. It also plans to extend service to San Jose and Mineta International Airport. Meanwhile, Tesla has begun a pilot of its Robotaxi in Austin and the Bay Area, though these vehicles still require safety monitors. Uber is also preparing to launch its own robotaxi fleet next year in partnership with Lucid Motors and Nuro. Zoox, founded in 2014 and acquired by Amazon for $1.3 billion in 2020, is one of the few companies building its own autonomous vehicles from scratch. The company has deployed test fleets in Seattle, Austin, Los Angeles, Atlanta, and Washington, D.C., and continues to work toward regulatory approval for a paid service. While the current early rider program is free, the long-term goal is a commercial, on-demand ride-hailing service. The San Francisco launch is a significant milestone for Zoox, positioning it as a serious contender in the race to dominate the future of urban mobility. As the industry moves from testing to public deployment, the success of these early programs will be critical in shaping the future of driverless transportation.