A patent application from Amazon shows the company would like to hold the rights to a selfie-based authentication option, allowing people to replace their password with a photo or video. The patent describes a system which would see a computer or phone tell the user to "perform certain actions, motions or gestures, such as to smile, blink, or tilt his or her head."
The eCommerce company believes this system would be less of a hassle than using a password. It may also be more secure, especially when facial recognition is stacked up against a low-security, easy to enter password.
The entry of these passwords on portable devices is not user friendly in many cases, as the small touchscreen or keyboard elements can be difficult to accurately select, and can require the user to turn away from friends or co-workers when entering a password, which can be awkward or embarrassing in many situations, - Patent application
A similar system will be used by MasterCard in the UK to verify identities using facial recognition technology.