Den nye sjefen for Nintendo, Tatsumi Kimishima, er ikke fornøyd med Amiibo. Han mener at folk ikke har oppfattet hvordan de kan få mer ut av spillopplevelsen ved å bruke figurene, og at de i stedet kjøper dem for å samle. Her er Kimishimas uttalelse i et intervju med Time Magazine:
"Our earliest goal for the Amiibo was to have these connected to software and have them enhance the play experience for the consumer. [...] What we're seeing instead is that the Amiibo are being picked up more as a collection item at this point, rather than, say, as an interactive item with software. And so we haven't really established them as an enhancement for all of our software at this point"
Bruker du dine figurer, eller står de bare til pynt?