Amazon, apparently, is all about reducing "friction" by smoothing out the daily activities of its many customers.
The tech giant, which got its start as an online bookseller, rolled out a retail device called Amazon One in 2020, a digital scanner that allows people to enter locations and pay for items all with a tap of their hand.
Now, they're taking it a step further.
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Amazon (AMZN) launched a new capability to its Amazon One devices called "age verification" on May 22. This update allows people over the age of 21 to purchase alcohol with a tap of their hand, no IDs necessary.
Coors Field -- the home field of the Colorado Rockies MLB team -- will be the first place offering Amazon's palm-reader ID scan for age verification.
"As the first sports stadium to enable cutting-edge palm recognition technology like Amazon One for age verification, we are enabling a friction-free experience for Colorado Rockies fans so they can grab a drink and get back to the game faster," John McKay, senior director of food service operations for the Colorado Rockies said.
How It Works
The device doesn't automatically work for everyone.
Customers have to first enroll in Amazon One's age verification feature by uploading a picture of both sides of their ID along with a selfie.
When an enrolled customer hovers their palm over the scanner, the bartender receives a "21+" message along with the previously uploaded selfie. All the bartender has to do is a quick visual match between the person and the picture.
Amazon said that its age verification feature will be rolling out to other locations soon.
