Amazon One payments solution rolls out age verification with Coors Field the first onboard
Coors Field, home of the Colorado Rockies Major League Baseball (MLB) team, has become the first sports venue to use Amazon One for age verification.
In an online post, Amazon said: “We launched Amazon One, our palm-based identity service, to remove friction from everyday activities and create a faster and more convenient way for people to pay or enter a location.”
“Customers love the convenience of paying with their palm; however, when it comes to purchasing alcohol, friction is reintroduced as customers must produce a government-issued ID for age verification.”
It added: “We’re solving that customer pain point and improving the guest experience with the launch of a new capability called "age verification," which enables adult customers ages 21 and over to purchase alcoholic beverages by simply hovering their palm over an Amazon One device, without digging into their wallets for a physical government issued ID.”
"Hearing from Amazon One customers across the country, we understand that they love the convenience it delivers: shorter wait times, quick access to buildings and locations, being able to link their loyalty memberships, and now an easy way to grab their beer,” says John McKay, Senior Director, Food Service Operations and Development, Colorado Rockies.
Customers already enrolled in Amazon One can take advantage of the new feature by venturing online and uploading a photo of the front and back of their government issued ID, such as their driver’s licence, and a selfie.
They will then no longer need to produce an ID when purchasing alcoholic beverages at participating outlets. Those not yet enrolled in Amazon One can preenrol online or at the enrolment kiosks wherever Amazon One is available.
In Coors Field, Amazon One kiosks are available at the SandLot Brewery, the first brewery inside a Major League ballpark, and Silver Bullet Bar, which specialises in local and national craft beers.
When an enrolled customer who is of age hovers their palm over an Amazon One device, the bartender will see a “21+” message along with the customer uploaded selfie on the screen. The bartender will do a visual match of the photo on their screen with the customer in front of them, and then proceed with the sale.
When the customer is ready to pay, they hover their palm over the Amazon One device again, and they will be charged for their purchase.
“We are excited to team up with Amazon One to launch their age verification feature at Coors Field,” says Alison Birdwell, President and CEO at Aramark Sports + Entertainment, a provider of food and beverage, retail, and facility service programmes in sports venues across North America.
“Consumer preferences are ever evolving and demand for faster service models continues to grow. Amazon One’s latest capability directly responds to those demands by delivering a new level of convenience to the age verification process, shortening the time it takes to make an alcohol purchase, and improving the overall guest experience at Coors Field.”
Amazon One is available at more than 100 Whole Foods Market stores, select Amazon Go and Amazon Fresh stores, and third-party locations, including at Panera Bread restaurants, sports stadiums, entertainment venues, convenience stores, travel retailers like Hudson and CREWS at several US airports.
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