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11/08/2022

Amazon rolls out contactless Whole Foods payment in Dallas

Dan Berthiaume
Senior Editor, Technology
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A Whole Foods shopper pays with the Amazon One palm payment solution (Source: Amazon).

Amazon is beginning to offer its Amazon One palm payment shopping experience at more Whole Foods Market stores.

On Tuesday, Nov. 8, two Whole Foods Market locations in the Irving and Highland Village suburbs of Dallas became the first Whole Foods Market stores in the Dallas area to offer the Amazon One palm-based payment system that allows customers the option to use their palm to pay for purchases.

In the coming weeks, all 16 Whole Foods Market locations in the larger Dallas-Fort Worth area will offer the Amazon One palm payment option to its customers. This includes Whole Foods Market stores at Richardson, Dallas, Fort Worth, Plano, Bellingham, Colleyville, University Place, Arlington, Highland Park and Fairview.

More than 65 Whole Foods Market stores across California recently rolled out Amazon One following previous launches in Seattle, Austin, and select stores in New York and Los Angeles.

To sign up for Amazon One, first customers insert their credit card in the palm reading device. Next, they hover their palm over the device and follow the prompts to associate that card with the unique palm signature being built by the device’s computer vision technology in real time. Customers have the option to enroll with one palm or both.

Once customers have enrolled, they can enter Amazon One-enabled stores by holding their palm above the Amazon One device at entry for about a second or so. The technology evaluates multiple aspects of a customer’s palm. No two palms are alike, so Amazon One analyzes all these aspects with its vision technology and selects the most distinct identifiers on a palm to create a unique palm signature. 

Whole Foods customers using Amazon One will shop like normal and at the end of their trip, they scan their palm at checkout to pay. 

Besides the previously implemented Los Angeles stores, Amazon One is currently available as a payment option at select Whole Food Market locations in the Seattle and Austin areas, at the Manhattan West store in New York City, and at all seven Whole Foods market locations n the Austin area in the coming weeks. The recent Austin rollout includes Whole Foods Market stores in the Arbor Trails, Domain, East Austin, Lamar, Gateway, Bee Cave, and Cedar Park neighborhoods.

Amazon One is also available as an entry and payment option at select Amazon Go stores, select Amazon Fresh stores, and several third-party locations around the country. In addition, Amazon licenses the technology to select third-party retailers.

Examples include travel retailer Hudson’s deployment at Dallas Love Field Airport, as well as stores at sporting/entertainment venues including Amazon’s own Climate Pledge Arena in Seattle, home of the Seattle Kraken NHL franchise. Amazon recently made Amazon One available at three more concession areas inside the facility, for a total of seven Amazon One-equipped stores in all.