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I tried Amazon's Zoox. It's unlike any robotaxi out there.
Business Insider's Lloyd Lee found the Zoox ride to be a unique experience, but the service is still a work in progress.Lloyd Lee/BIAmazon's Zoox is a robotaxi company with limited operations in Las Vegas and SF, as of January 2026.Zoox's robotaxis do not have a steering wheel and are bi-directional.Business Insider's Lloyd Lee described the experience as akin to a theme park ride.Of all the robotaxis I've tried, Amazon's Zoox feels different.Zoox — founded in 2014 and acquired by Amazon four years later — is a robotaxi company that has limited operations in Las Vegas and San Francisco with about 50 vehicles between the two major cities. The company has said Austin and Miami are next on the map.The service is considerably smaller than its competitor, Waymo, and that limitation was acutely felt in my experience hailing a Zoox on a Thursday night in Las Vegas during the Consumer Electronics Show.However, the rider experience itself felt more akin to an amusement-park-ride-slash-party-bus than an average ride-hail service in an everyday car, which makes Zoox a true differentiator against the emerging players in the robotaxi race.Let me explain.Riders press a touch screen to begin the Zoox robotaxi ride.Lloyd Lee/BIThe good: Zoox is not a car in the traditional senseZoox is not your average car.The company doesn't bulk order vehicles from automakers to retrofit them with sensors the same way Waymo or Uber does. Instead, Zoox designed a vehicle solely for robotaxi operations and builds the cars out of a factory in Hayward, California.The robotaxi doesn't have a steering wheel or brake pedal — only seats inside the vehicle. The car is also bi-directional, meaning the Zoox's "front" goes both ways.This helps the vehicle navigate tight spaces and avoid the need to execute U-turns or three-point turns.However, riders will mainly feel the difference once they step inside the Zoox.Zoox robotaxi has sliding doors that open at the touch of a button.Lloyd Lee/BIA chime plays as the robotaxi's doors slide open — almost like a grand entrance to the Zoox experience.The interior reminded me of one of those immersive Disneyland rides or even a party-themed Gondola lift.Inside, there are four seats — two on each side of the car, facing each other. I found that it encourages a social experience if you're bringing along multiple riders.The headliner — or the roof — of the robotaxi has starlights which reminded me of the inside a Rolls-Royce or limousine. That touch felt especially appropriate for the Vegas scene, but it also seemed to add to the overall social experience Zoox is going for. It feels like a party inside the car.Zoox's interior features a starlight headliner.Lloyd Lee/BISurprisingly, the seats were comfortable. The photos and videos I've seen of the Zoox made me think the seats would feel like a bus or subway seat, but they have a plush touch to them.I don't see myself falling asleep inside the vehicle, simply because you're forced to sit upright and can't lie back in the seats, but they're comfortable enough for a 30- to 45-minute ride.Another surprise: There's plenty of leg room that provides enough space between you and another rider in front of you. I went on a Zoox ride with a company spokesperson facing me, and space was not an issue.I tried a Zoox facing forward and backward inside the car.There have been some reports of riders feeling nauseous when they face backward. I didn't experience that, but that could just be unique to me.The Zoox app tells riders which way to face if they are prone to motion sickness.Zoox robotaxi seats up to four people.Lloyd Lee/BIOutside the flashy headliner, there's little else inside the car. There are four wireless phone chargers, two small armrests, and four touchscreens by each of the seats, which allow riders to control the cabin temperature, change the music, and…

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