Amazon One Explained: How Biometric Payments Are Changing the Way We Shop

In 2020, Amazon introduced Amazon One, a revolutionary biometric technology that allows shoppers to pay for their purchases with the palm of their hands. This breakthrough has set a new standard for contactless payments, seamlessly merging physical retail with cutting-edge technology.

With Amazon One, shoppers can now make transactions in select Amazon Go and Amazon Fresh stores without needing to touch anything other than the products they purchase. In this article, we explore how Amazon One works, its expansion, privacy considerations, and its impact on the future of retail.

What is Amazon One?

Amazon One is a biometric technology that uses the unique structure of your palm to create a secure, contactless payment method. To use it, shoppers register their palm with a linked credit card, allowing them to enter stores and complete purchases by hovering their palm over a scanner.

This technology simplifies everyday transactions, eliminating the need for physical cards, phones, or wallets. It also adds a layer of security, as your palm’s unique features make it virtually impossible to clone or steal your identity.

How Does Amazon One Work?

Your Identity: Your palm is made up of tiny, distinct features beneath the surface that make it unique. Amazon One captures these details and uses computer vision algorithms to create your palm signature.

Amazon One Device: The Amazon One device is built to scan and recognize your palm’s layers in seconds, creating a fast, touchless transaction. Once you enroll, it can identify you without the need for repeated sign-ins or physical contact.

Palm Signature: Your palm signature is created by capturing an encrypted image of your palm, which is stored securely in the cloud. Even if you don't have an Amazon account, you can sign up using just a credit card and phone number.

Amazon One Expands Beyond Go Stores

As of 2024, Amazon One has expanded to various Amazon retail outlets, including Amazon Go, Amazon Fresh, Amazon 4-star, and Amazon Books stores. This technology has now extended to additional retail environments, improving customer experience and convenience in physical shopping locations.

More Than Payments: Beyond paying for products, Amazon One can also serve as a way to check into concerts, stadiums, and even workplaces, making it a versatile solution for identification and entry.

Privacy and Security Concerns

As with any biometric technology, privacy and security are key considerations. Amazon encrypts all palm images and securely stores them in the cloud. While privacy advocates express concerns over biometric data, Amazon reassures customers that they have robust systems in place to protect this sensitive information.

In addition, customers can always choose to delete their data through the Amazon One device or by visiting the online portal. Amazon's stance on data security remains strict, reflecting the company's reputation for protecting customer information.

A Timely Innovation in a Post-Pandemic World

Launched during the COVID-19 pandemic, Amazon One's contactless design was especially timely. The technology not only ensures faster, more seamless transactions but also reduces physical contact in retail settings—something increasingly important in today's world. Shoppers can simply hover their palm over the scanner, avoiding the need to touch shared surfaces like card readers or keypads.

Limitations: Cash Payments Not Supported

One limitation of Amazon One is its inability to process cash transactions. While it is ideal for customers using credit cards or digital payment methods, those preferring to pay with cash are left out. This can pose an inconvenience for lower-income shoppers who rely on cash and may need special assistance in these otherwise contactless stores.

Future of Amazon One and Contactless Shopping

Amazon plans to expand Amazon One to more locations and industries. The potential for this technology to become a standard in retail, entertainment, and even workplace security is immense. As biometric payment technology grows, the possibilities for its integration into daily life seem endless.

Need Help with Your Amazon Business?

Amazon is continuously evolving, and staying up-to-date with its technological innovations is essential for any seller. If you need assistance with setting up your Amazon Seller account or improving your sales performance, we’re here to help. At Sellers Launch, we offer tailored solutions for Amazon Sellers to stay ahead of the competition.

Book a meeting with us today at Sellers Launch, and let’s work together to grow your business!