An entertainment venue in Denver will now let concertgoers enter by scanning their palm prints using Amazon One

Amazon One
  • The Red Rocks Amphitheatre in Denver is starting to admit guests using their palm prints.
  • The venue will install standalone ticketing kiosks that use Amazon One’s palm-scanning technology.
  • Until now, Amazon One hasn’t been used outside of Amazon or Whole Foods stores.
  • See more stories on Insider’s business page.

Forget about showing your ticket. The next time you go to a concert, you may be able to get in with a swipe of your hand.

That’s what’s happening at the Red Rocks Amphitheatre in Denver. Amazon announced Tuesday that the entertainment venue is now allowing concertgoers to enter with their palm prints, thanks to Amazon One’s palm-scanning technology.

“Red Rocks Amphitheatre is proud that Amazon and AXS have chosen our iconic venue to debut the Amazon One palm recognition ticketing system,” said Red Rocks spokesman Brian Kitts in a statement to Insider. “This new technology creates a cutting edge experience for fans.”

“We are also excited to bring Amazon One to our clients and the industry at a time when there is a need for fast, convenient, and contactless ticketing solutions,” said AXS CEO Bryan Perez in the press release.

This is the first time Amazon One will be used to admit guests to an entertainment venue. It’s also the first time Amazon One will be available outside of Amazon and Whole Foods stores.

Digital ticketing company AXS will install standalone ticketing kiosks with Amazon One at the amphitheatre, according to the press release. To get in with their palm prints, fans first need to sign up with Amazon One for ticketing at a station in the venue. This step takes less than a minute, and guests can decide whether to register one palm print or both.

Once they’re done, fans go to a designated line for Amazon One users. They hover a palm over the device at the kiosk, and Amazon One’s computer vision technology picks up on their palm print. They’ll be let in within a second or two, allowing them to skip the long entry lines typical of many concerts.

Amazon says it expects AXS to offer the service at more of its ticketed venues in the future. Amazon also said in the release that it is “in active discussions with several other potential customers.”

Amazon One launched nearly a year ago as part of Amazon’s push into retail. Its launch came at a time when the popularity of contactless payment options were growing, both for health and safety purposes during the pandemic and for greater convenience and ease of checkout. Amazon One is available in more than 60 locations, including Whole Foods, Amazon Go, and Amazon Fresh stores.

Its rollout has already raised some privacy concerns. Last month, Democratic Senators Amy Klobuchar and Jon Ossoff and Republican Senator Bill Cassidy sent a letter to Amazon expressing their concerns about the biometric data collection and possible security risks from the service.