Amazon certainly knows how to make the best use of technology even if it is as common as a smartphone's front camera that is used for nothing but taking endless and all kinds of selfies. World's largest online retailer - Amazon is now looking at selfies as a way to reduce fraud by asking its delivery drivers to take their selfies to identify themselves before delivering packages to customers. Through selfies, Amazon would be able to ensure that only its delivery driver uses Amazon Flex app -\u00a0\u00a0for freelance drivers delivering for 'Prime' customers - by matching selfie image with the one saved with Amazon and not anyone else who is not authorised to deliver packages such as criminals who might use the app as an excuse to lurk in front of customers' homes or simply steal packages, technology news platform The Verge reported. Selfies would help verify the delivery driver to be the same person who delivered the package. Amazon's freelance drivers work as independent contractors earning $18-25 per hour with flexible work hours. The Flex app recently started showing messages saying, "To continue delivering, please help us verify your identity by taking a selfie. Do not take a selfie while driving. This photo won't be shown to customers." Amazon also informed drivers that it might collect their biometric data at regular intervals to confirm their identities before asking for selfies. This isn't the first time for Amazon to be under the limelight for such reasons. Last year, its warehouse workers were being forced to skip their bathroom breaks or pee in bottles due to high fulfilment demands. Ride-hailing giant Uber had launched a similar selfie policy in 2016 for its drivers before they log in to Uber app and accept customers' requests. The policy was launched to crackdown on drivers who had reportedly escaped background checks.