Amazon Opens Up Log-in Feature for Use Around the Web

social log-in, social sign-on, amazon, janrain, identity management, e-commerceAmazon has opened up its login widget for app developers, mobile apps, individual websites and clients of the identity management service Janrain to use.

The e-commerce giant’s Login With Amazon widget lets users to employ their Amazon account information and OAuth 2.0-based security protocols on any site that hosts it. When users log in with their Amazon credentials, the host website receives the user’s first and last names and a verified email address without requiring the user to create a new account.

“Amazon customers now have a hassle-free way to quickly and securely sign-in to apps, games and websites, without having to remember yet another password,” Michael Carr, Amazon’s vice president of e-commerce services, said in a statement.

Amazon has more than 200 million active customers, according to the company.

Amazon first announced the widget yesterday, and today Janrain announced that it would include it among the several dozen identity providers it manages for more than 350,000 websites, including Whole Foods Market and Macy’s. Janrain also manages the data the websites receive.

“Amazon is considered one of the most reputable companies in the U.S. and personifies trust for online shoppers,” said Larry Drebes, CEO of Janrain.

Amazon’s social log-in had been previously tested on Zappos and Woot. On Zappos, 40 percent of new customers choose to use their Amazon accounts to log in. Woot saw higher conversion rates with the Amazon log-in than with other social log-ins.

Studies suggest that users of e-commerce websites are less likely to abandon a purchase midway through when they are invited to log in using an existing account than when they’re required to set up a new account.

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