SEATTLE, WA - Whole Foods Market will soon be giving shoppers at all 500-plus of its locations identification, payment, loyalty membership, and entry in the palm of their hands. This comes as Amazon One, Amazon Web Service’s palm recognition service, will be rolled out at the retailer’s stores across the United States by the end of the year.

“We are always looking for new ways to delight our customers and improve the shopping experience,” said Leandro Balbinot, Chief Technology Officer at Whole Foods Market. “Since we’ve introduced Amazon One at Whole Foods Market stores over the past two years, we’ve seen that customers love the convenience it provides, and we’re excited to bring Amazon One to all of our customers across the U.S.”

This recent announcement means that Whole Foods shoppers who choose Amazon One will no longer need to bring their wallet or phone to pay at the store, a release explained. Instead, they can hover their palm over an Amazon One device, and Prime Members who link their Amazon One profile with their Amazon account can easily apply savings.

Currently, Amazon One is available at more than 200 Whole Foods Market locations in the U.S., and it will continue to be rolled out to stores in other states and stores in the coming months. First-time Amazon One users can pre-enroll online with their credit or debit card, Amazon account, and mobile number, which takes about a minute. They can then complete the enrollment process in seconds by scanning their palm over an Amazon One device the next time they visit a participating Whole Foods Market store.

For businesses, Amazon One helps speed up identification and payment, providing easy access to loyalty programs, verifying age, and offering secure access to venues and office buildings. Unlike a credit card or password, an Amazon One palm signature can’t be replicated because Amazon One looks at both the palm and underlying vein structure to create a unique numerical, vector representation called a “palm signature” for identity matching.

Customer palm data is safeguarded in the AWS Cloud, backed by more than 300 cloud security tools and 100,000 security partners worldwide.

To learn more about Amazon One, click here.

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