EXCLUSIVE— Most consumers in the United States stubbornly cling to their plastic payments, even as customers in other countries — see China — increasingly embrace at a steady rate mobile and other digital forms of payment.

This could be due to the fact that, as many in fintech have stated, the card infrastructure in the United States is much more established than in other nations. This makes it difficult not only for consumers, but also for merchants and other retail players, to adapt to digital payments, Bryce VanDiver, partner for technology consultancy CAPCO, told Bank Innovation.

“With EMV transactions, to accept them in the U.S., [we] shifted the liability to the merchant,” VanDiver told Bank Innovation, referencing the acronym for Europay, Mastercard and Visa, which established the global standard for authenticated chip-card payments. “Mobile’s quite different than that, but you’ll need similar solutions enabled for mobile payments, especially as consumers see use of plastic as accruing points.”

It is worth noting that consumers, said VanDiver, are still apt to tie the act of payment to a physical action (like the swiping of a card), even as banks and fintechs tie the traditional benefits of credit cards, like rewards, to their mobile wallets.

The company that fixes this adoption issue might be one that does not need to work around this legacy infrastructure—and maybe one that’s been experimenting with “invisible payments” and banking in the recent past.

Which brings us to Amazon.

“Amazon has this huge digital infrastructure,” VanDiver said, when asked about the encroaching ‘Bank of Amazon,’ which, as he noted, “takes a different approach to banks” when it comes to customer service.

The e-commerce company, which has been experimenting with a retail store in Seattle where customer payments are simply conducted via that user’s Amazon account — allowing the customer to simply walk out with her purchased goods — has recently moved more firmly into the banking world. The company will soon offer checking accounts, as well as the other banking services with which it has been experimenting (like business loans), and its customer experience with retail could enable the company to bring mobile into the mainstream.

“The U.S. hasn’t adopted mobile payments, but we are going to see more of it,” VanDiver said.

The degree to which Amazon itself drives that mobile payment adoption remains to be seen.

At last count, as of the end of 2016, Amazon had 310 million active users, 80 million of which were Amazon Prime customers.

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