Amazon Eliminates Use of Multiple Passwords Using “Login with Amazon”

If you have more passwords online than you can handle, Amazon is here to give you a break with a new login service.

Amazon introduced “Login with Amazon” today, which allows Amazon customers to sign-in to apps, websites and games using their Amazon login information. This means one password for multiple logins. 

“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 Vice President, eCommerce 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.”

While this clearly benefits customers, it benefits users of Login with Amazon as well. For example, Zappos had 40 percent of its new customers choose to sign-in to its site with an Amazon account while Woot had the highest rate of order conversion with new customers picking Login with Amazon two times more than any other social login on their site. 

Developers win too, since Login with Amazon is available free of charge and easy to integrate with the OAuth 2.0 authorization framework. Developers can also use Amazon Web Services’ technology platform for infrastructure; Gamecircle for game engagement through Achievements, Leaderboards, Whispersync, etc.; A/B testing for the ability to simultaneously test two different in-app experiences before launch; Game Connect for selling virtual goods on Amazon; in-app purchasing and the Amazon AppStore.