The $30 million in Series B funding rounds out a $50 million total for Wiliot, a company pioneering new semiconductor technologies such as the bluetooth tag.

Amazon web services, Avery Dennison and Samsung teamed to join Wiliot’s investor group with a $30 million Series B funding round.

The Israel-based Wiliot, where its R&D department is based, made the announcement at this week’s NRF Big Show. Its cohort of investors includes Norwest Venture Partners, 83North and M Ventures, among others.

The latest funding round will bring the total funding amount to $50 million for Wiliot, the “semiconductor pioneer and innovator” introducing the first battery-free Bluetooth sticker sensor tag using Internet of Things technology at the NRF event. Tal Tamir, Wiliot chief executive officer and cofounder of Wiliot, believes the future is bright for IoT systems. “Re-cycling the radiation around us to power sticker-size sensors can enable new ways for consumers to interact with products that were previously not feasible,” he said.

According to Tamir, these uses span the entire product life cycle. It can include embedding the Bluetooth tags in consumer goods during the production phase to aid tracking as well as at the retail level to unlock interaction for consumers at display areas. In the home, the tags can communicate important washing instructions for garments, even interacting with the washing machine to avoid care error.

Joining the Wiliot investor group, Avery Dennison, a global materials science and manufacturing company specializing in labeling and packaging materials sees clear relevance in the investment, aligned with their intelligent label strategy.

“We see this as an extension to our world-leading RFID solutions, enabling consumers to connect with products through multiple smartphones and IoT devices from end to end,” explained Francisco Melo, vice president and general manager, Global RFID at Avery Dennison.

And this “unique digital identity and a digital life” adds further benefits for both consumers and brands using relevant and contextual information.