Amazon.com, Inc. (NASDAQ:AMZN) announced today the launch of a new service called Login With Amazon, which allows its more than 200 million active customers to access apps, games, and websites securely.
The e-commerce giant said that the primary objective of Login with Amazon is to reduce sign-in friction for customers. Amazon.com cited a study from Harris Interactive in 2012 reporting that almost 50 percent of American internet users have five or more unique passwords to remember.
Amazon.com’s New Service Will Eliminate Creating Accounts
Amazon.com, Inc. (NASDAQ:AMZN) emphasized that its new log in service will eliminate the need for internet users to create an account and password for various websites. Login with Amazon enables consumers to sign in using their existing information on their account with the e-commerce giant, which could boost engagement and order conversion.
According to Amazon.com Inc. (NASDAQ:AMZN), customers who will use its login services have the option to go to their account profile and choose which information or attributes they want to share in apps, games, or websites.
Michael Carr, Vice President of eCommerce Services at Amazon.com Inc. (NASDAQ:AMZN) said, “Login with Amazon enables app developers and website owners to leverage Amazon’s trusted sign-in solution, allowing them to focus on providing a great experience for their customers. Amazon customers now have a hassle-free way to quickly and securely sign-in to apps, games and websites, without having to remember yet another password.”
Zappos and Wooth, two subsidiaries of the e-commerce giant, were early adopters of Login with Amazon. According to the company, 40 percent of Zappo’s new customers preferred to sign in using their Amazon account.
On the other hand, Woot’s new customers favored signing in using Login with Amazon two times more than any other available social login service. The e-commerce giant said those customers had the highest rate of order conversion.
Amazon.com Inc. (NASDAQ:AMZN) emphasized that developers of apps, games, and websites can easily integrate its new login service free of charge. Login with Amazon is based on OAuth 2.0 authorization framework, which allows develops to build, monetize, and market their products.
Developers who integrate Login with Amazon will have the opportunity to use Amazon Web Services’ (AWS) technology platform for their infrastructure needs, GameCircle for synchronizing games across devices, and In-App Purchasing on Kindle Fire, Mac, PC and web-based games. They can also use A/B testing to improve their app functionality and test two different in-app experiences simultaneously to identify which is better for a wide audience. They can also use Game Connect, which allows them to list their virtual games for sale on Amazon, and the Amazon Appstore to distribute their products to almost 200 countries and reach millions of customers worldwide.