Amazon has announced the details of the new program that it launched this week called Login with Amazon. The service promises to allow the over 200 million active Amazon customers to log into apps, games, and websites using a single login credential. Amazon says that the goal of the services that help reduce sign-in friction for customers and enable higher engagement and order conversions.
The idea is that Login with Amazon will allow users to have one password to access multiple websites and other content. Early adopters of Login with Amazon include Zappos and Woot. 40% of new customers to Zappos.com logged in using the new Amazon service. Login with Amazon is available at no cost to developers of apps, games, and websites to encourage customer engagement.
Benefits for Developers and Users
The service uses the OAuth 2.0 authorization framework supporting widely adopted open protocols. A SDK is available for Android and iOS developers that features code samples and more. This makes it easier for developers to integrate the service into their apps and websites, reducing the time and effort required to implement a secure login system. By leveraging Amazon’s trusted sign-in solution, developers can focus on enhancing the user experience rather than dealing with the complexities of authentication and security.
For users, the benefits are equally compelling. With Login with Amazon, they no longer need to remember multiple passwords for different sites and services. This not only simplifies the login process but also enhances security by reducing the likelihood of password reuse, which is a common security risk. Users can also trust that their login credentials are being handled by Amazon, a company with a strong reputation for security and privacy.
Impact on User Engagement and Conversion Rates
Amazon’s new service is designed to improve user engagement and conversion rates for businesses. By reducing the friction associated with creating new accounts and logging in, users are more likely to complete their transactions and spend more time on the site. This is particularly important for e-commerce sites, where abandoned shopping carts are a significant issue. According to industry studies, a smoother login process can significantly reduce cart abandonment rates, leading to higher sales and revenue.
Early adopters like Zappos and Woot have already seen positive results. For instance, 40% of new customers to Zappos.com chose to log in using the new Amazon service. This indicates a strong preference for the convenience and security that Login with Amazon offers. As more businesses adopt this service, it’s likely that we’ll see similar improvements in user engagement and conversion rates across various industries.
Moreover, the service is available at no cost to developers, making it an attractive option for startups and small businesses looking to enhance their user experience without incurring additional expenses. This democratizes access to high-quality authentication solutions, allowing even smaller players to compete with larger, more established companies.
In conclusion, Login with Amazon represents a significant step forward in simplifying the login process for users while providing developers with a robust, secure, and easy-to-implement authentication solution. By reducing sign-in friction, the service aims to boost user engagement and conversion rates, benefiting both businesses and consumers. As more companies adopt this service, we can expect to see a broader impact on the digital landscape, making online interactions more seamless and secure for everyone involved.
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