War of the Worlds producer denies claims of obvious Amazon product placement

Ice Cube’s War of the Worlds, currently streaming on Prime Video, has faced backlash over what some viewers call blatant Amazon product placement. But according to producer Patrick Aiello, the references to the tech giant were never intended as advertising.

The film, which has climbed slightly to a 2% rating on Rotten Tomatoes, is told entirely through screen-based footage. Ice Cube plays a Homeland Security officer trying to manage an alien invasion from his desk. His daughter's boyfriend—an Amazon delivery driver—ends up using a drone labeled “Prime Air” to help save the day. Other notable scenes include characters discussing “spying on Amazon carts” and convincing a homeless man to help in exchange for a $1,000 Amazon gift card.

Given these elements—and the fact the film is exclusive to Prime Video—accusations of product placement quickly surfaced. But Aiello insists Amazon had no influence over the script or visuals. Appearing on Toni’s Film Club alongside editor Charles Ancelle, Aiello responded to the criticism directly: “No, it wasn’t [an ad]. Amazon didn’t see it until it was all the way done.”

He explained the Amazon references were written into the story from the start, long before they knew the film would release on Prime. During the pandemic, delivery drivers became essential, and Aiello wanted to reflect that. “Amazon drivers… are rendering a personal service to humanity,” he said.

As for the Prime Air branding on the drone screen, Ancelle said it was added simply to help differentiate between overlapping drone footage in the edit. “It was very confusing without the overlay,” he explained.

Regarding the $1,000 Amazon gift card used to motivate a homeless character, Aiello noted it served a narrative purpose: “How do you get someone like that immediate money, cash in hand? Amazon gift card.”

Ultimately, Aiello stressed the film’s use of Amazon elements wasn’t marketing—just part of telling a timely, tech-driven story.