In an effort to reduce sign-in friction and drive higher customer engagement, Amazon is rolling out Login with Amazon.
The new service will enable the company’s 200 million active Amazon customers to securely and simply login to apps, games, and websites.
According to a 2012 Harris Interactive study, over half of all American Internet users have five or more unique passwords to remember. Login with Amazon reduces sign-in friction by eliminating the need for users to create an account and password, and instead allows them to sign-in using their existing Amazon account information.
Amazon says that its customers can now choose to share certain attributes of their account profile with apps, games, and websites by using Login with Amazon.
“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,” explains Michael Carr, Amazon’s Vice President of 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.”
To learn more about the new service, check it out here.