Amazon’s biometric scanner for retail, the Amazon One palm reader, extends beyond the e-commerce giant’s own stores. The company today announced that it has acquired its first third-party customer with ticketing company AXS, which will implement the Amazon One system in Denver, Colorado’s Red Rocks Amphitheater, as a contactless entry option for event lovers.
This is the first time that the Amazon One system will be used outside of an Amazon-owned retail store, and the first time that it has been used to enter an entertainment venue. Amazon says it expects AXS to deploy the system to other locations in the future, but has not provided details on which or when.
At Red Rocks, guests can link their AXS mobile ID to Amazon One at dedicated stations before entering the amphitheater, or they can register at a second station once inside in order to use the reader. at future AXS events. The registration process takes about a minute and customers can choose to register one or both fins. Once configured, ticket holders can use a dedicated entry line for Amazon One users.
“We are proud to work with Amazon to continue to shape the future of ticketing through cutting-edge innovation,” said Bryan Perez, CEO of AXS, in a statement. “We are also excited to bring Amazon One to our customers and the industry at a time when there is a need for fast, convenient and contactless ticketing solutions. At AXS, we are continually deploying new technologies to develop secure and smarter ticketing offerings that improve the fan experience before, during and after events, ”he added.
Amazon’s palm reader was first introduced amid the pandemic in September 2020, as a way for shoppers to pay at Amazon Go convenience stores using their palm. To use the system, customers first insert their credit card, then place their hand on the device to associate their unique fingerprint with their payment mechanism. After setup, customers could enter the store simply by holding their palm over the biometric scanner for about a second. Amazon touted the system as a more secure “contactless” payment method, as customers aren’t supposed to touch the reader. (I hope so, given that the pandemic is raging.)
On the technical side, Amazon One uses computer vision technology to create the palm signatures, he said.
In the months that followed, Amazon extended the biometric system to several other stores, including other Amazon Go convenience stores, Amazon Go Grocery stores, and its 4-star Amazon Books and Amazon stores. In April, he got the system to select Whole Foods locations. To encourage more registrations, Amazon even introduced a $ 10 promotional credit to register your palm prints at its supported stores.
When palm prints are linked to Amazon accounts, the business is able to collect data about customer offline activity to target ads, offers, and recommendations over time. And the data stays with Amazon until a customer explicitly deletes it, or the customer doesn’t use the feature for at least two years.
While the system offers an interesting approach to contactless payments, Amazon’s track record in this area has raised privacy concerns. The company had in the past sold biometric facial recognition services to law enforcement agencies in the United States. Its facial recognition technology was the subject of a data privacy lawsuit. And it turned out to still store Alexa voice data even after users deleted their audio files.
Amazon responded by noting that its palm print images are encrypted and sent to a secure area designed for Amazon One in the cloud where Amazon creates customers’ palm signatures. He also noted that it allows customers to opt out of a device or its website, one.amazon.com after all transactions have been processed.