LOYALTY TECHNOLOGY & SOLUTIONS

Whole Foods Market is set to introduce Amazon’s palm payment technology, Amazon One, in all of its 500+ U.S. stores by the end of the year.

This move allows customers to make payments using their palm prints and enables Amazon Prime members to redeem account-linked savings.

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Whole Foods Market is set to introduce Amazon’s palm payment technology, Amazon One, in all of its 500+ U.S. stores by the end of the year. This move allows customers to make payments using their palm prints and enables Amazon Prime members to redeem account-linked savings. With over 3 million uses of Amazon One at more than 400 locations across the U.S., Whole Foods Market is embracing this technology fully.

PYMNTS research has shown that consumers prefer using digital profiles for shopping, leading to improved shopping experiences. In the U.S., 85% of consumers using digital profiles reported high satisfaction with merchants’ digital shopping features, compared to 58% of those not using digital profiles. Coupons and savings are crucial factors in consumers’ merchant choices, with 39% considering coupon usage very or extremely important.

Linking the Prime savings feature to Amazon One can be a significant draw for customers, especially since a substantial percentage of U.S. consumers have access to an Amazon Prime subscription, particularly among the more financially well-off customers that Whole Foods Market targets.

Leandro Balbinot, Whole Foods Market’s chief technology officer, expressed excitement about bringing Amazon One to all U.S. customers, as the technology has been well-received in the stores where it’s already implemented.

This expansion of Amazon One in Whole Foods stores aligns with the grocery industry’s growing adoption of next-gen payment technologies, providing customers with opportunities to earn deals and giving merchants valuable shopper data for marketing and loyalty improvement. For instance, Instacart has been introducing its Caper Cart smart carts and scan-and-pay features to more grocers. By using account-linked payment capabilities, grocers can gain insights into customers’ in-store purchases and enhance their marketing strategies and loyalty programs.