Login with Amazon reduces ‘friction’ for in-app services

Login with Amazon reduces ‘friction’ for in-app services

30 MAY 2013

Amazon has launched a new service to allow customers to log-in to apps, games and websites using their Amazon account details.

Login with Amazon aims to reduce “sign-in friction” by removing the need for users to create new accounts and passwords when accessing in-app services. The service promises to boost engagement and order conversions.

Users can also choose to share information from their Amazon accounts with apps, games and websites they use.

“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,” said Michael Carr, Amazon VP of eCommerce Services.

The technology is available to developers at no extra charge via the online retailer’s SDKs for Android and iOS. It is based on the widely-adopted OAuth 2.0 authorisation framework.

Amazon subsidiary Zappos has already adopted the technology, resulting in 40 per cent of new customers choosing to sign in to Zappos.com using their Amazon account.

Another Amazon company, Woot, found that Login with Amazon was used twice as often as any other social login on its site, with customers using the service demonstrating the highest rate of order conversion.


Tim Ferguson

Tim joined Mobile World Live in August 2011 and works across all channels, with a particular focus on apps. He came to the GSMA with five years of tech journalism experience, having started his career as a reporter... More

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