Amazon is showcasing its latest palm recognition technology at a concert hall in the United States, meaning attendees will be able to use their hand as a ticket.
The retailer will bring Amazon One to the Red Rocks Amphitheater in Denver, Colo., Before it is available on other sites in the coming months.
This is the first time that it will be used outside of AmazonIt’s where shoppers can pay for food and other items by swiping their palms.
Spectators can register to connect their palm to a ticketing account by placing their hand on a device before the event – and will only need to register once.
They can then use their palm as a ticket to enter other venues at on-site shows and events, and revelers don’t need an Amazon account to use it.
In order to bring the technology to Red Rocks, Amazon signed an agreement with entertainment company AEG – which sells tickets on AEG’s ticketing site, AXS.
AXS chief executive Bryan Perez said other sites plan to add the technology in the near future, but declined to say where and how much.
Mr Perez said spectators can reach their seats faster by using Palm technology rather than presenting their phones to an attendant to scan a barcode.
People who wish to scan their palms will have a separate path to enter the venue.
“You don’t have to fumble with your phone,” Mr. Perez said. “Your hand is still attached to your body.”
The technology has been criticized, with privacy experts warning companies using biometric data, such as face or palm scans, due to the risk of hacking and theft.
But Amazon said it was storing the palm images in a secure part of its cloud and not on the Amazon One device.
He added that users can also request deletion of their information at any time.