Amazon’s Use of Biometrics Come Under Scrutiny
Amazon Ventures Into Biometric Data Use for Hand Scanning Checkouts
Both Amazon and Facebook have made headlines in recent months after it was discovered that they were using employees to test new biometric data use measures. Specifically, Amazon has been under increased scrutiny after information was leaked that Amazon not only had facial recognition programs in the works but a new payment system that uses hands as identification as well.
Flesh and Blood?
No, it is not the words for a great house in Game of Thrones – flesh and blood is the new way that Amazon intends to ring up store purchases in Whole Foods. Currently, Amazon is already testing scanners that are capable of identifying human hands as a method of payment.
While both Amazon and Facebook have faced criticism for using their employees as test subjects, raising questions about biometric privacy and its intersection with employee rights under law, the technology giants have continued to plow forward with their plans to integrate the use of biometric data into new methods of identification.
Biometric Data Use Through Hand Recognition Technology
Amazon’s hand-recognition technology relies on high-tech sensors that do not even require the user to physically touch the scanning surface. Unlike fingerprint scanners currently found on smartphones, the Amazon technology uses a combination of computer vision and depth-geometry to identify the user’s hand. The technology processes both the shape and size of each hand while comparing it to a database of hand scans it has stored. After properly recognizing the hand, the computer then charges a credit card on file that is linked to the hand.
Amazon touts this technology as time saving and more secure than traditional methods of payment, and as such, plans to roll it out for its Amazon Prime account holders first. Amazon boasts that the technology is both secure and accurate, with the technology accurate to within one ten-thousandths of one percent.
As Privacy Concerns Grow, Amazon Pushed Forward with Biometric Data Use for Checkouts
While Amazon’s latest foray into biometrics data use has already met criticism from privacy experts, Amazon still plans to introduce the technology to Whole Foods, noting that the pace of the rollout is dependent on its ability to install and train employees. Amazon says that its groundbreaking technology can save shoppers and retailers significant time because it can process a charge in less than 300 milliseconds, while the typical traditional transaction takes approximately three to four seconds.
Even with all of Amazon’s enthusiasm for the new technology, however, privacy experts still warn consumers against blind adoption of such technology. Experts also note that the integration of such technology may also encourage users to spend more as studies have shown that consumers tend to spend more when they do not have to experience the touch of feeling tangible reminders of spending money such as the feel of actual currency or credit cards.
While countries like China already integrate biometric data use for checkouts in some stores, experts note that such use is double-edged in countries with such robust surveillance systems and infrastructure. Moreover, as cyber attacks and hacking become more common forms of espionage between nations, privacy experts note that Amazon’s database of consumer biometric data would be ripe for theft.
Key Takeaways Regarding Amazon’s Choice to Use Biometric Data Scanning
Biometric data use is growing exponentially, and Amazon indicates it is certain that the introduction of their hand-scanning technology can:
speed up checkout times;
encourage consumers to buy more;
be more secure; and
revolutionize checkout technology.
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