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04/22/2021

Amazon Introduces Pay-by-Palm at Whole Foods

In another wave of innovation, e-commerce giant Amazon is rolling out a new way for Whole Foods customers to pay for their groceries without a wallet.
Amazon One tech
Amazon One technology enables customers to pay using their palm signature

Amazon is launching its new Amazon One Technology, starting with its Seattle Whole Foods market, that enables customers to pay just by placing their palm over a reader. The customer’s palm signature links up to their credit card, and the system takes under a minute to enroll new customers. 

The technology was first launched in September at Amazon’s other store locations in Seattle, including Amazon Go, Amazon Go Grocery, Amazon Books, Amazon 4-star and Amazon Pop Up, Progressive Grocer reported. The launch was met with much fanfare, with thousands of customers signing up for the service. Given the current environment, with customers avoiding as much contact with other people and surfaces as possible to reduce exposure to Covid-19, the contactless option has become popular and convenient.

Customers wanting to enroll in Amazon One can do so at participating stores, and enroll using just one or both palms. If customers have already enrolled in Amazon One at another store, they may need to reinsert their credit card at the participating Whole Foods one time in an Amazon One device.

“At Whole Foods Market, we’re always looking for new and innovative ways to improve the shopping experience for our customers,” said Arun Rajan, SVP of technology and chief technology officer at Whole Foods Market. “Working closely with Amazon, we’ve brought benefits like Prime member discounts, online grocery delivery and pickup, and free returns to our customers, and we’re excited to add Amazon One as a payment option beginning today. We’re starting with an initial store at Madison Broadway in Seattle and look forward to hearing what customers think as we expand this option to additional stores over time.”

See the full story at Progressive Grocer.