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Amazon reduces sign-in friction to drive higher traffic


SEATTLE — Amazon has launched Login with Amazon, a new service that will enable the more than 200 million active Amazon customers to securely log in to apps, games and websites once without having to remember multiple passwords.

Login with Amazon allows developers to easily reduce sign-in friction for their customers, leading to higher engagement and order conversion.

Login with Amazon eliminates the need for users to create an account and password, and instead allows them to sign in using their existing Amazon account information. Amazon customers can also choose to share certain attributes of their account profile with apps, games and websites.

“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 e-commerce services. “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.”

As early adopters of Login with Amazon, Zappos and Woot, both Amazon subsidiaries, saw significant customer adoption. Zappos saw 40% of its new customers choose to sign in to its e-commerce site using their Amazon account information. Meanwhile, Woot found that new customers picked Login with Amazon twice more often than any other social login on their site, and those customers had the highest rate of order conversion.

Amazon is making the sign-in solution available free to developers of apps, games and websites. Developers can typically go from registration to launch in a matter of hours. It is based on the OAuth 2.0 authorization framework, allowing developers to leverage a widely adopted open protocol.

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