Time's interview with the new president Tatsumi Kimishima:

“A challenge that we’re facing right now is, our earliest goal for the Amiibo was to have these connected to software and have them enhance the play experience for the consumer, and for other consumers to say ‘I see my friend using this Amiibo with that software and it looks great,’ and again increase that attractiveness of that combination. 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.”

http://time.com/4131306/nintendo-kimishima-interview/?xid=homepage

Can people stop pretending now that Amiibos are just for collectible purposes and Nintendo is not selling DLC? What other confirmation do we need? Amiibo = DLC

What is wrong with amiibo being bought for the figurine? Some of those are really well done, specially the cartoony ones. The money goes to Nintendo's pockets anyway, so what's the problem?

In fact, Nintendo needs to improve the packaging, I don't want to open the case to use the amiibo, it looks too good, it's such a waste.

People ARE picking...

And who cares? The more sold, the better.

The problem is that people is in denial that Amiibo figurines are DLC.

well i didnt know they had anything useful on them lol??

All i recall is you can use them for 1 game at a time and data is wiped. So all mine are smash trained.

Seems to me your quote says the opposite, seeing as how it's being treated by customers as merely a collectible.

The interview actually sounds to me like they want it to be DLC but it isn't DLC because people aren't using it the way they envisioned it to be.  So essentially the consumer is dictating how Nintendo puts the amiibo into the software at this point.

And what is the original purpose of those figurines?

Well, Nintendo could use some form of digital amiibo. With that digimiibo costing just 2-4€ and being tied to your MyNintendo account.  They could implement it somehow.

I mean they're not giving a strong reason to pick them up outside of collectability. I like the Amiibos, and some content they bring adds to the game, but they're kind of in a hole either way here; add more content for them and have more like Pavolink who shout about the evils of locked DLC, don't add more and you're selling them for reasons you don't want to. The only easy way out is a real amiibo game, or even a shitty mobile f2p amiibo game that rewards you for having them.