Amazon has added a new age verification capability to its Amazon One palm-based payment sytem, removing the need for adults to produce a physical ID at certain outlets.
The feature, which enables adult customers ages 21 and over to purchase alcoholic beverages by simply hovering their palm over an Amazon One device, will be used for the first time at Coors Field, home of the Colorado Rockies Major League Baseball (MLB) team.
“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,” said John McKay, Senior Director of Food Service Operations and Development at Colorado Rockies.
How does it work work?
Customers already enrolled in Amazon One can activate the age verification feature by visiting the official website and uploading a photo of the front and back of their government-issued ID, such as their driver’s license, and a selfie.
Once signed up for age verification, customers no longer need to produce an ID when purchasing alcoholic beverages at participating outlets. Several Amazon One kiosks have been made available at Coors Field. Customers can preenroll online or at the enrollment kiosks wherever Amazon One is available.
When an enrolled customer who is of age hovers their palm over an Amazon One device, the bartender or merchant sees a “21+” message along with the customer-uploaded selfie on the screen.
They can do a quick visual match of the photo on their screen with the customer in front of them, and then proceed with the sale. When the customer is ready to pay, they hover their palm over the Amazon One device again, and they are charged for their purchase.
“We are excited to team up with Amazon One to launch their age verification feature at Coors Field,” said Alison Birdwell, president and CEO of Aramark Sports + Entertainment, a leading provider of food and beverage, retail, and facility service programs in premier sports venues across North America.
She added: “Consumer preferences are ever evolving and demand for faster service models continues to grow. Amazon One’s latest capability directly responds to those demands by delivering a new level of convenience to the age verification process, shortening the time it takes to make an alcohol purchase, and improving the overall guest experience at Coors Field.”
Amazon One is already available at more than one hundred Whole Foods Market stores, select Amazon Go and Amazon Fresh stores, as well as other multiple third-party locations. The age verification capability is currently available at Coors Field and will be rolled out to additional establishments in the coming months.