The palm-based identity service expands its capabilities, streamlining transactions at Coors Field
In the ever-evolving world of technology, Amazon has added a new feature to its Amazon One service: age verification for alcoholic purchases. Lauded for its convenience and time-saving benefits, this palm-based identity service aims to reduce friction in everyday transactions and interactions. Coors Field, home to the Colorado Rockies Major League Baseball (MLB) team, is set to be the first location to utilize this novel capability.
“Hearing from Amazon One customers across the country, we understand that they love the convenience it delivers: shorter wait times, quick access to buildings and locations, being able to link their loyalty memberships, and now an easy way to grab their beer,”
John McKay, Senior Director, Food Service Operations and Development, Colorado Rockies
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Understanding the Amazon One age verification feature
Amazon One’s new age verification feature allows customers to purchase alcohol without the hassle of presenting a government-issued ID. Instead, they simply hover their palm over an Amazon One device. To use this feature, customers must upload a photo of their government-issued ID and a selfie to one.amazon.com for verification. The system ensures privacy by not storing the customers’ IDs, as they are verified by an ISO 27001–certified identity verification provider.
The process of age verification with Amazon One
Once a customer’s age has been verified, the bartender will see a “21+” message along with the customer’s uploaded selfie when they place their palm on the Amazon One device. A quick visual match is done, followed by a palm hover to complete the payment for their purchase.
Why Amazon One’s age verification matters
The need to verify a customer’s age for every alcohol purchase has long been a point of friction for retailers, bars, and breweries. Amazon One’s age verification feature alleviates this problem, promising faster service and improved customer experiences. This innovation reduces transaction times and boosts employee productivity.
Expanding Amazon One’s reach
Amazon One, available at over 100 locations, including Whole Foods Market stores, Amazon Go, Amazon Fresh, Panera Bread, sports stadiums, entertainment venues, convenience stores, and travel retailers, is poised to expand its age verification feature to more establishments in the coming months.
Ensuring security and privacy with Amazon One
Amazon One does not store government-issued IDs, and the system’s data protection measures align with ISO 27001–certified security standards. The uploaded ID images are verified by an ISO 27001–certified identity verification provider. Additionally, customer palm data remains safe within the AWS cloud, protected by multi-layered security controls and encrypted at all times.
Amazon One: defining the future of transactional convenience
Amazon One’s latest addition is a significant stride toward a frictionless transactional future. By combining technology, security, and convenience, the company is responding directly to consumer preferences for streamlined services. As we increasingly value speed, security, and ease, Amazon One’s age verification capability is likely to set the bar higher for technology-enabled experiences in the retail and service sectors.
