The retailer touts Login with Amazon as a way for developers to save time and increase security for their customers. Instead of building the infrastructure to have user data and passwords saved, a developer implements the Login with Amazon API and Amazon handles user credentials on its end.
Developers choosing the service, Amazon says, will have the ability to securely connect with more than 200 million active Amazon customers.
In offering itself as a credential portal, Amazon is competing with other OAuth services from companies like Google, Twitter, Facebook, and more. It also is giving itself a foothold in web, Mac, and PC purchases, though it cannot do so for iOS due to Apple's strict control of the platform.
Already signed on with Login with Amazon are Zappos and Woot, both Amazon subsidiaries. According to Amazon, 40 percent of Zappos' new customers choose Login with Amazon, while Woot saw customers choosing Login with Amazon at two times the rate that any other social login option saw.