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"Login with Amazon" Launches for Developers (NASDAQ: AMZN  ) today launched a new service that will allow Amazon customers to use their username and password to log in to mobile apps, games, and websites.

The company says "Login with Amazon" will help developers gain higher engagement and conversion rates by reducing the sign-in friction for Amazon's 200 million active users. Michael Carr, Amazon's vice president of eCommerce services, said in a statement that, "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 said it tested an early version of the service on two of its subsidiaries -- Zappos and Woot -- and found that users for both sites had high adoption rates for the login feature. Zappos found that 40% of new customers chose to log in to its website through the Amazon service, and Woot customers chose the Amazon login two times more often than other social logins -- and had higher conversion rates.

The Login with Amazon service is available now and is free for game, app and website developers. 


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