The news: Amazon will sunset Amazon One, its palm-authentication service used predominantly for payments and venue check-ins, per a company announcement.

Consumers will be able to use Amazon One until June 3 at retailers. Healthcare facilities using the tool for patient check-ins will remain active until further notice.

This news follows the announced closure of Amazon’s Fresh and Go locations, the latter of which used Amazon One.

Why the closure: Amazon Go shut down due to “limited customer adoption,” an Amazon spokesperson told Yahoo Finance. 

• US consumers have little confidence in the tool: Nearly three-quarters of US shoppers feel uncomfortable making a payment with the technology, per CivicScience.
• Merchants were also reluctant to onboard Amazon One, fearing that Amazon could harvest consumer data to use against their businesses. 

Both these forces hampered enrollment, which could have reduced checkout friction after consumers’ initial setup—but fears around privacy and clunky onboarding dashed that opportunity.

Looking forward: Not all players are backing down on biometrics. JPMorgan pushed into biometric payments last year, and its own employees will have to enroll in biometric authentication to enter the bank’s new headquarters, per a Guardian report. Fiserv’s Clover also recently rolled out biometric payments to Clover merchants through Wink.

Implications for payment providers: Consumers’ confidence in biometrics is falling: Only 25% of US consumers trust the tech, plummeting from 50% confidence six years ago, per a GetApp survey. 

To coax consumers into trying the product, providers need to offer incentives and education to persuade shoppers who are concerned about privacy and data security.