Amazon One Expansion: Biometric Palm Reader Now in More Stores

During the past autumn, Amazon unveiled a novel biometric technology called Amazon One, enabling shoppers to make purchases at Amazon Go locations by utilizing their palm. The company now announces that this device is being extended to further Amazon stores in Seattle—a development that will provide the system across a total of eight Amazon brick-and-mortar retail locations, encompassing Amazon Go convenience stores, Amazon Go Grocery, Amazon Books and Amazon 4-star stores.

Beginning today, the Amazon One system is being implemented as an access option at the Amazon Go store situated on Madison & Minor in Seattle. Within the coming weeks, it will also become available at two additional Amazon Go stores, located at 5th & Marion and Terry & Stewart, according to the company. This expansion brings the system to eight locations in Seattle and prepares the way for a wider rollout throughout the U.S. in the months to come.

As previously explained, the Amazon One system employs computer vision technology to generate a distinct palm print for each customer, which Amazon then links to the credit card provided during the initial setup process. While an Amazon account is not required to utilize the service, customers who connect their account information will have the ability to view their purchase history on the Amazon website.

Amazon states that images of the palm print are encrypted and securely stored in the cloud, where customer palm signatures are generated. When initially introduced, Amazon asserted that palm prints represent a more private form of biometric verification compared to other methods, as a customer’s identity cannot be ascertained solely from an image of their palm.

However, Amazon is not solely preserving palm images; it is correlating them with customer accounts and credit cards, effectively constructing a database of customer biometric data. This collected data, such as shopping patterns, can then be leveraged to deliver tailored offers and suggestions over time.

The system prompts consideration of Amazon’s broader objectives, given the company’s past use of biometrics has often been met with controversy. Amazon previously marketed biometric facial recognition services to law enforcement agencies within the U.S. Its facial recognition technology was the focus of a data privacy legal challenge. Furthermore, its Ring camera division continues to collaborate with police departments. Amazon’s record regarding user data privacy has also been questionable—for instance, by retaining Alexa voice data even after users deleted audio files.

Moreover, Amazon does not limit its vision for Amazon One to access within its own stores—these locations serve as an initial testing ground. The company intends to eventually make the technology accessible to external parties, including stadiums, office complexes, and other retailers not affiliated with Amazon.

The timing of the Amazon One launch amid the pandemic has encouraged customer acceptance, as it offers a touchless method for associating a credit card with future transactions. Upon returning to the store, customers simply present their hand over the reader for scanning and entry.

However, these systems may create disadvantages for customers from lower socioeconomic backgrounds who prefer to use cash. These individuals may require assistance in these otherwise cashless, checkout-free stores.

Amazon indicates that the system will continue to be deployed to additional locations in the future.