At most entertainment venues, hands are used for clapping, snapping photos, or waving in the air like you just don't care. At Denver's Red Rocks Amphitheatre, however, they're also used for verifying your identity before entering concerts and events.
Amazon's One palm recognition technology is now available at the Colorado site, where digital ticketing company AXS accepts palm scans as admission.
"We are […] excited to bring Amazon One to our clients and the industry at a time when there is a need for fast, convenient, and contactless ticketing solutions," AXS CEO Bryan Perez said in a statement.
To sign up, insert a credit card, hover your hand over the device, and follow the prompts to link that card with your biometric stamp (with the option to enroll one or both palms.)
Recommended by Our Editors
"No two palms are alike, so we analyze all these aspects with our vision technology to select the most distinct identifiers on your palm to create your palm signature," according to Amazon's FAQ. Customers may permanently delete that signature by canceling their Amazon One ID.
Whether shopping at Whole Foods or watching Lynyrd Skynyrd on stage, registered users can hold their unclenched hand above an Amazon One machine for a second or two, then head inside the arena; no need to sign into your phone or dig out a physical ticket.
Amazon introduced its palm recognition technology in September 2020, rolling it out first to select physical retail stores, before expanding to more than 60 branded locations, including Amazon Go and Whole Foods Market shops in several regions across the US.
There's no word on what's next for Amazon One. "For now, we're excited to see how fans at Red Rocks Amphitheatre enjoy using AXS including Amazon One," a company announcement said, adding that Amazon is "in active discussions with several other potential customers."