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.