Amazon has released a new feature for developers called “Login with Amazon,” which will allow Amazon customers to login to apps, games and websites using their Amazon account information, similar to what Google users are able to do on many sites.
The bonus for developers is access to Amazon’s 200 million subscribers. The Login with Amazon feature will also help alleviate what the tech giant calls “sign-in friction,” because it doesn’t require users to remember yet another username and password, making customers more likely to register for new sites.
Both Zappos and Woot, two Amazon subsidiaries, have tested the Login with Amazon feature, and according to the company, have found great success. Amazon claims 40 percent of Zappos’ new customers elected to log in with Amazon accounts, while Woot users were two times more likely to log in with their Amazon account than any other social login on the site. Additionally, Amazon claims users who login with its feature have a higher rate of order conversion.
Login with Amazon is free to developers of apps, games and website, and Amazon claims developers can have the service up and running on their platforms in a matter of mere hours.