December 3, 2023

Paying for groceries via biometrics may soon become more mainstream as Amazon installs Amazon One palm payment technology in all of its Whole Food stores.The e-commerce giant plans to end of the year.

With Amazon One, customers can pay by simply hovering their palm over the Amazon One device, eliminating the need for a wallet and phone. Palm recognition offers unique advantages over traditional credit cards and PINs as the palm signature cannot be duplicated, ensuring enhanced identity matching.

The rapid expansion of Amazon One highlights the growing need for seamless, secure payment options. Based on the millions of transactions Amazon One has processed, the demand is definitely there.

Biometrics as a Service

Currently, Amazon One has been implemented in 400 different retail locations in the United States. Companies such as Panera Bread are using Amazon One’s loyalty link feature to provide customers with a personalized experience and a simplified payment process. At Coors Field, home of the Colorado Rockies MLB team, Amazon One’s age verification feature allows adult consumers to purchase alcoholic beverages. Travel retailers and sports venues are also jumping on board, recognizing the benefits of using handheld payments in busy environments.

With the growing demand for contactless, secure and convenient payment methods, Amazon has positioned itself at the forefront of this trend, offering retailers and consumers an enticing proposition.

That said, contactless payments might not be for everyone, as evidenced by Amazon’s pilot program at Starbucks a few months ago. Amazon picked a very specific location in Seattle to try out the program and found that most of the shoppers who frequented the location (the average customer age is about 45) didn’t like the technology very much.

Reactions have been mixed, which is understandable, as this new payment method requires more of a learning curve, and Amazon is essentially asking consumers to change their behavior. It’s too early to tell what adoption will look like, but as long as the technology brings more convenience to consumers, they can accept the learning curve.