Amazon Introduces New “Login With Amazon” Feature

This week, Amazon introduced us to a new service they are rolling out called Login with Amazon. According to the press release on their website, this new service will give over 200 million active Amazon customers the ability to login to apps, games, and websites by using the Amazon login rather than creating a new user account for each website that they want to join.

This is not exactly a new innovation – social media websites, such as Facebook and Twitter have been giving members a gateway to access other websites for quite a while now. It is the first time, however, that a login feature has been made available so extensively on the Internet.


Although this feature only recently became available to all website and app developers, Amazon first gave it a test-run through two of its subsidiaries, Zappos and Woot. They claim that when people were given the choice of login options, 40% of the new Zappos members chose to simply login with their Amazon account rather than create a new account.

Since Amazon is offering this service to developers for no charge, it’s likely that we will be seeing this feature made widely available soon. While a universal login does make life a bit easier, some users may have reservations. Will it mean that Amazon will be collecting information about which websites their members like to visit under the guise of enhancing their shopping experience?

Michael Carr, Amazon’s vice-president for e-commerce services, said that “Login with Amazon enables app developers and Web site owners to leverage Amazon’s trusted sign-in solution, allowing them to focus on providing a great experience for their customers.”

Whether this feature was really developed to allow third-party websites to provide a great experience — or to provide better marketing opportunities for Amazon — remains to be seen.

This guest post was contributed by Kat Simpson. Kat is a trusted eCommerce author, speaker, educator, and entrepreneur. Kat Simpson has been a successful eCommerce merchant for over 10 years; is an eBay Education Specialist and Gold Level PowerSeller, as well as a successful Amazon merchant. Currently Kat is the hosts the popular weekly eCommerce Podcast That Kat Radio and an active Facebook Group ThatKat.

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