Amazon grants palm-based ID license to legendary concert hall


The Denver Red Rocks Amphitheater featured the Grateful Dead, U2, Eagles, Dave Matthews Band… and now Amazon One biometric ticketing.

Launched in September 2020, Amazon One ia proprietary technology designed to allow customers to use their unique signature to pay for or present a loyalty card in a store, as well as to perform activities like entering a stadium or a badge at work. The solution uses custom algorithms and hardware to create a person’s unique palm signature.

Amazon is now partnering with digital ticketing agency AXS to deploy stand-alone ticketing stands, including Amazon One at Red Rocks Amphitheater Concert Hall located in Metro Denver. This means that, when registering their AXS mobile ID with Amazon One, consumers will now have the option to scan their palm to enter concerts and events, without having to show a ticket or coin. physical or mobile identity.

This is the first time that the Amazon One service has been licensed to a third party, or available outside of Amazon and Whole Foods Market stores and for entry into an entertainment venue. The AXS entry option has been live since September 14, 2021 at the Red Rocks Amphitheater, and Amazon expects it to be added to other paid AXS sites in the future.

[Read more: Amazon bringing cashierless tech to Whole Foods Market]

When entering the Red Rocks site, customers who have signed up with Amazon One for AXS ticketing can choose to scan their palm instead of their mobile ID or ticket. Customers can register at a dedicated station just before entering the amphitheater, or at a second registration station inside the site for future AXS events. Registration takes less than a minute and customers will have the option of registering with one palm or both.

When a ticket holder is ready to enter the amphitheater using their palm, there is a designated entry line where Amazon One is activated. When a customer swipes their hand over the Amazon One device, a unique palm signature is created by Amazon’s computer vision technology.

The service is designed to be highly secure and uses custom algorithms and hardware to create a person’s unique palm signature. Once registered, the service is contactless, and ticket holders can use their palm to enter paid AXS sites in less than a second or two.

“We are proud to work with Amazon to continue to shape the future of ticketing through cutting-edge innovation,” said Bryan Perez, CEO of AXS. “We are also excited to bring Amazon One to our customers and the industry at a time when there is a need for fast, convenient and contactless ticketing solutions. At AXS, we are continually deploying new technologies to develop secure and smarter ticketing offerings that improve the fan experience before, during and after events.

Amazon One is the second leading digital payment / verification technology that Amazon has licensed to third-party partners. In March 2020, the company started make the technology supporting its Amazon Go cashless store format available to other retailers. The “Just get out“The technology platform combines algorithms for computer vision, sensor fusion and machine learning.

In addition to AXS, Amazon One is now available in over 60 locations on select Amazon Go, Whole Foods Market, Amazon Books, Amazon 4-star sites, Amazon Fresh and Amazon Pop Up stores. The omnichannel giant has rolled out the service in several regions, including Arizona, Colorado, Connecticut, Florida, Massachusetts, Michigan, Minnesota, Missouri, North Carolina, New Jersey, l ‘Oregon, Tennessee, Texas, Washington State and Washington DC


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