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Amazon announces its new "Login with Amazon" service for Android

The newly announced Login with Amazon service will allow Amazon customers to login to various Android and iOS apps, games and websites, with just a single account. Read on for more details.
May 29, 2013
login with Amazon

Tired of remembering dozens of usernames and passwords for each e-commerce website and gaming service? I know that I certainly am, and so does Amazon, as the company has just announced its all new “Login with Amazon” service. The new functionality will be making its way to Android, iOS, and other websites as soon as developers can implement it.

The idea is to expand Amazon’s business model, allowing for a broader range of developers and businesses to take advantage of existing Amazon account features and some of the company’s newer ideas. For a start, the service can be used by developers to add in-app purchases linked with customers Amazon accounts, and will allow more developers to open their apps up to the Amazon AppStore.

There’s also a specific focus on gaming. Amazon’s new GameCircle service adds all sorts of features familiar to gamers, such as achievements, leader boards, and friend lists. If Amazon can find broad adoption within gaming apps, this could bring a much needed level of cohesion to gaming on Android.

Although today’s announcement was targeted mostly at developers, what this means for consumers is that we’ll soon be able to start using our Amazon accounts with a variety of other apps either on Android or on the web. Michael Carr, Amazon Vice President of e-commerce services, summed the service up with this statement:

[quote qtext=”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.” qperson=”” qsource=”” qposition=”center”]

If you’d like a look at what Login with Amazon aims to do for developers and consumers alike then check out the promotional video below.

But I have a question: when it comes to Android, will consumers really choose to move over from Google’s Play Store, which already enables a lot of these features, to a third party service?

Well it turns out that Login with Amazon already appears to be having some success, as a trial with revealed that customers opted to log in using Amazon’s solution 40% of the time. Similarly, another trial conducted with Woot found that customers used Amazon sign-in twice as often as any other social login on their site.

To help Amazon’s sign-in service get off to the best possible start, the software development kit (SDK) is being made available to developers free of charge, so we could see a pretty quick adoption of this new service.


SEATTLE–(BUSINESS WIRE)–May. 29, 2013– (NASDAQ: AMZN) — Today, Amazon launched Login with Amazon, a new service that will enable the over 200 million active Amazon customers to securely and simply login to apps, games, and websites. Login with Amazon allows developers to easily reduce sign-in friction for their customers, leading to higher engagement and order conversion.

According to a 2012 Harris Interactive study, over half of all American Internet users have five or more unique passwords to remember. Login with Amazon reduces sign-in friction by eliminating the need for users to create an account and password, and instead allows them to sign-in using their existing Amazon account information. Amazon customers can choose to share certain attributes of their account profile with apps, games, and websites by using Login with Amazon.

“Login with Amazon enables app developers and website owners to leverage Amazon’s trusted sign-in solution, allowing them to focus on providing a great experience for their customers,” said Michael Carr, Amazon Vice President, eCommerce Services. “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.”

As early adopters of Login with Amazon, Zappos and Woot, both Amazon subsidiaries, saw significant customer adoption. Zappos saw 40 percent of its new customers choose to sign-in to with an Amazon account. Woot found that new customers picked Login with Amazon two times more often than any other social login on their site, and those customers had the highest rate of order conversion.

Login with Amazon is available at no charge to developers of apps, games, and websites. The service is easy to integrate, as developers can typically go from registration to launch in a matter of hours. It is based on the OAuth 2.0 authorization framework, allowing developers to leverage a widely-adopted open protocol. For additional details about Login with Amazon, including code samples and the SDKs for Android and iOS, please visit

Login with Amazon is the latest offering in an array of services that make Amazon the most complete end-to-end ecosystem for developers building, monetizing and marketing their apps and games. These capabilities include:

The ability for app developers to use Amazon Web Services’ (AWS) technology platform for their infrastructure needs. Building blocks such as Amazon Elastic Compute Cloud (EC2), Amazon Simple Storage Service (Amazon S3), and Amazon DynamoDB allow developers to focus on what differentiates their app rather than the undifferentiated heavy lifting of infrastructure.
GameCircle, which includes capabilities like Achievements, Leaderboards, Friends and Whispersync for syncing games across devices, and leads to better engagement with games.
In-App Purchasing on Kindle Fire, Mac, PC and web-based games. This enables developers to offer items in their apps and games while allowing their end users to simply use their Amazon accounts to make the purchase.
A/B Testing, which helps developers improve app functionality with the ability to simultaneously test two different in-app experiences to determine which is more successful prior to launching to a broad audience.
Game Connect, which lets developers list their virtual goods for sale on Amazon, increasing discoverability of their games and making the purchase of virtual goods as easy and convenient as possible for customers, leading to increased monetization for developers.
Amazon AppStore submission for distribution to nearly 200 countries globally enables developers to reach millions of Amazon customers worldwide.
To learn more about Login with Amazon, please visit: