Amazon Biometric Data Suit Revived: What It Means for Your Privacy Rights in 2025

In an increasingly digital world, biometric data—unique identifiers like fingerprints, facial scans, and voiceprints—is becoming commonplace. From unlocking our smartphones to clocking in at work, biometrics offer convenience and security. However, the collection and use of this sensitive information raise significant privacy concerns. As of 2025, the legal landscape surrounding biometric data is evolving, with renewed attention on how companies like Amazon handle this information. Did you know that mishandling biometric data can lead to penalties of $1,000 for negligent violations or $5,000 for intentional ones, with class action lawsuits amplifying costs?

This blog post delves into the resurgence of the “Amazon Biometric Data Suit,” exploring its implications for your privacy rights in 2025. We’ll examine the key legal battles, the changing regulatory environment, and what you can do to protect your biometric data.

The Rise of Biometric Data and Privacy Concerns

Biometric technology is rapidly expanding, with applications ranging from security systems to personalized advertising. Amazon, a tech giant with a vast reach, is at the forefront of this trend. Amazon One, for example, uses palm recognition for payments at Whole Foods Market and other locations. While Amazon assures customers that their biometric data is secure, the potential for misuse or breaches remains a concern.

Several factors contribute to these concerns:

Data Security: Biometric data is highly sensitive. Once compromised, it cannot be replaced, unlike a stolen password.
Lack of Transparency: Many companies collect biometric data without clearly informing users how it will be used or stored.
Potential for Discrimination: Biometric data could be used to discriminate against individuals based on their unique characteristics.

Amazon’s Biometric Data Lawsuits: A Closer Look

Amazon’s use of biometric data has faced increasing legal scrutiny. Several lawsuits have been filed against the company, alleging violations of biometric privacy laws. Here’s a summary of some key cases:

NBA 2K Facial Scan Lawsuit: Amazon settled a class-action lawsuit in February 2025 over alleged biometric privacy violations involving facial scans collected through the NBA 2K video game. The lawsuit claimed that Amazon Web Services (AWS) collected and shared players’ facial feature data without proper consent, violating the Illinois Biometric Privacy Information Act (BIPA).
Voice Biometrics Lawsuit: A federal judge in Delaware refused to block a lawsuit filed in Illinois state court against Amazon Web Services (AWS), accusing the company of collecting voice biometrics without consent in violation of BIPA. The lawsuit alleges that Amazon illegally extracted “voiceprints” to verify caller identities through voice biometrics at call centers.
Warehouse Workers’ Face Scans: A proposed federal class action alleges that Amazon.com Services LLC collected and disclosed the biometric information of warehouse workers in violation of BIPA. The lawsuit claims that Amazon collected workers’ facial scans each time they clocked in and out of work and disclosed the information to third-party identity-verification services without obtaining their consent.
Sensitive Data Tracking: A class of consumers sued Amazon in January 2025, claiming the company secretly tracked and sold their sensitive data without their consent, violating California state law. The lawsuit alleges that the collected data includes geolocation data and personal information regarding consumers’ religious beliefs, sexual orientation, and medical history.

These lawsuits highlight the growing legal risks associated with biometric data collection and the importance of complying with privacy laws.

The Evolving Legal Landscape: BIPA and Beyond

The Illinois Biometric Information Privacy Act (BIPA) is at the forefront of biometric privacy legislation in the United States. Enacted in 2008, BIPA imposes strict requirements on businesses that collect biometric data, including:

Obtaining informed written consent before collecting biometric data.
Providing a publicly available policy detailing how biometric data is collected, stored, and destroyed.
Prohibiting selling or profiting from biometric data without explicit permission.

BIPA also grants individuals a private right of action, allowing them to sue companies that violate the law. This provision has led to a surge in BIPA-related litigation, with significant financial consequences for businesses. For example, a single violation of BIPA can result in damages of $1,000 for negligent violations or $5,000 for intentional ones.

In 2024, the Illinois legislature amended BIPA to limit the potential for large damages awards. The amendment clarifies that a company that collects the same biometrics multiple times from the same individual in violation of the law is liable only for a single violation. The amendment also confirms that electronic signatures satisfy the requirement that businesses obtain written consent before collecting or sharing biometrics.

Other states are also enacting biometric privacy laws. As of July 1, 2025, Colorado requires companies to notify consumers before collecting or processing a biometric identifier and how the company uses, retains, and discloses such data. Texas has the Capture or Use of Biometric Identifier Act (CUBI), which governs biometric data used for commercial purposes.

The lack of a comprehensive federal biometric privacy law has led to a complex patchwork of state regulations. Businesses operating in multiple states must navigate varying requirements to avoid costly penalties and lawsuits.

Protecting Your Biometric Data: What You Can Do

As biometric technology becomes more prevalent, it’s essential to take steps to protect your privacy rights. Here are some tips:

Be Informed: Read privacy policies carefully to understand how companies collect, use, and store your biometric data.
Give Consent Wisely: Don’t blindly agree to biometric data collection. Ask questions and understand the implications before providing your consent.
Opt-Out When Possible: If a company offers an opt-out option for biometric data collection, take advantage of it.
Monitor Your Data: Keep an eye on your accounts and credit reports for any signs of identity theft or fraud.
Advocate for Stronger Laws: Support legislation that protects biometric privacy and holds companies accountable for data breaches.

The Future of Biometric Privacy in 2025 and Beyond

The legal and regulatory landscape surrounding biometric data is likely to continue evolving in the coming years. Several factors will shape this evolution:

AI and Biometrics: The increasing use of artificial intelligence (AI) in biometric technology raises new privacy concerns. AI algorithms can analyze biometric data to infer sensitive information about individuals, such as their health status or emotional state.
Federal Legislation: The absence of a federal biometric privacy law creates uncertainty and inconsistency. Congress may eventually pass a comprehensive law to address these issues.
International Developments: The European Union’s General Data Protection Regulation (GDPR) sets a high standard for data protection, including biometric data. Other countries may follow suit, leading to greater global harmonization of privacy laws.

Conclusion

The “Amazon Biometric Data Suit Revived” serves as a reminder of the importance of protecting your privacy rights in the age of biometric technology. As companies like Amazon expand their use of biometric data, it’s crucial to stay informed, exercise caution, and advocate for stronger privacy laws. By taking these steps, you can help ensure that your biometric data is used responsibly and ethically.

If you have concerns about your biometric data privacy or believe your rights have been violated, it’s essential to seek legal advice from a qualified attorney. Contact our firm today for a consultation to discuss your options and protect your interests.