Amazon Brings Palm Recognition System to Red Rock Amphitheatre

Amazon is moving forward with its plans to expand its Amazon One palm recognition system. The service can now be used for contactless entry at the Red Rocks Amphitheatre in Denver, Colorado, and will soon become available at other concert venues across the United States.

The service is being delivered in collaboration with AEG, which runs the AXS ticketing platform. In addition to Red Rock, AEG has partnerships with more than 350 concert sites internationally, any one of which could now be a future Amazon One venue thanks to the new partnership.

In the meantime, concertgoers visiting Red Rock will be able to enroll in the Amazon One system at a kiosk deployed at the venue. Those who do opt in will enjoy a faster entry process, since there will be a dedicated lane for Amazon One guests.

Patrons do not need to create an Amazon account in order to take advantage of the service. Instead, their palm biometrics will be linked to their ticketing account with AEG. However, Amazon will still be responsible for storing and protecting all of the palm images gathered through the system. The prints themselves will be stored remotely in the Amazon cloud.

The fact that the prints are stored remotely means that people will not need to re-register their palm to enjoy the benefits of Amazon One at other venues. Once enrolled, they can simply present their palm at any participating venue, and the scanner will match that palm to the one already contained in Amazon’s database. They can also ask Amazon to delete their biometric data at any time.

Amazon has previously deployed Amazon One to enable naked payments at its own Whole Foods locations and Amazon retail outlets. Red Rock is the first venue outside of the Amazon umbrella to offer the utility to its customers, and the move would seem to be in keeping with Amazon’s recent efforts to increase its adoption rates.

Sources: The Atlanta Journal-Constitution, Gizmodo

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September 15, 2021 – by Eric Weiss