Is Amazon Expected To Become The Universal Login On eCommerce Websites?
When Microsoft launched its universal log-in system like Microsoft Login, it was heralded as a game-changer in this field. Now that its successor – Microsoft Live ID is one of the most popular login systems in the eCommerce world, other companies are trying to come up with their unique universal login systems as well. Recently, Amazon launched a similar program called Login with Amazon. This system currently appears to target mobile sites as well games. However, judging by the way this service is getting popular with each passing day, there is speculation that could Amazon be aiming for a strong foothold in the eCommerce industry by aiming to become the universal login system for eCommerce websites.
With the help of this new service, Amazon customers can use the service to login to apps, games, websites etc., using the credentials they supplied at the beginning. In a nutshell, Amazon helps reduce the sign in friction for clients that keeps them away from signing in every time they want to use a new app or want to explore a new game or website. This sign-in feature can be availed of by third party developers so that they can achieve higher engagement and order conversion. Customers choose to share their certain attributes of their Amazon account profile with apps, games, and websites that use the Login with Amazon feature.
This new service began with Amazon’s two new subsidiaries Zappos and Woot.. According to Amazon, Zappos saw 40 percent of its new customers choose to sign-in to Zappos.com with an Amazon account. It also mentioned that Woot discovered that new customers picked Login with Amazon two times more often than any other social login that was mentioned aside. Does this mean that Amazon would like to extend its login service to independent shopping carts as well as eCommerce platforms in the future? However, Amazon denied that there was anything in the offing at the moment.
Another question that was put forth to an Amazon spokesperson was whether customers would be able to pay for items using their Amazon account automatically if they are logged in to a third party website with ‘Login with Amazon’. In a response to this question, the spokesperson indicated that Login with Amazon allows developers to easily register customers on their site and allow sites to convert guest check out into registered customers with personalized shopping experiences. At the same time, the Checkout with Amazon feature makes the check out process seamless by allowing Amazon customers to use their Amazon-stored “wallets” on third party sites using their Amazon username and password.
The spokesperson further added that these products can be used together on a site to allow customers to both register and pay using their Amazon.com username and password. Currently, there are many other providers in the login-ID space, which also includes Open Graph from Facebook. However, Amazon shines out in the eCommerce and payments arena along with a successful mobile hardware – the Kindle. Hence, customers view it as just the right brand that can also function as a trusted identity system. This means that the customer is not only given the opportunity of using Amazon credentials, but also some people are more likely to use Amazon payments to pay for the items they have bought online.