Amazon today announced the "Login and Pay with Amazon," a new service does exactly what it sounds like, allowing online businesses to implement a login/pay system using existing Amazon accounts. "Amazon has more than 215 million active customer accounts," said Tom Taylor, Vice President, Amazon Payments. "Login and Pay with Amazon enables companies to make millions of our customers their customers by inviting online shoppers with Amazon credentials to access their account information safely and securely with a single login."

Companies encourage their customers to create an online account in order to buy products online. Buyers want the advantage of creating an account to save purchase preferences when shopping online, but the majority are bothered by the hassle of registering on a website. That is why Amazon is introducing a solution where buyers can both login and pay on any participating site using their Amazon credentials. Login and Pay with Amazon helps replace guest checkouts with recognized customers, leading to improved services which could include: managing and tracking orders, purchase history detail, special discounts, instant access to shipping addresses and payment methods.

Login and Pay with Amazon works on tablet, mobile, and desktop devices. Online merchants get low pricing for payment services and fraud protection from Amazon at no extra fee. Amazon says it does not share the customers' credit card information, and purchases are covered by Amazon's A-to-z Guarantee, offering buyers the transaction protection they receive when purchasing products on Amazon.com.

Developers can implement Login and Pay with Amazon with existing websites using a set of widgets and APIs to embed on the site and integrate with back-end systems. Login and Pay with Amazon uses the OAuth 2.0 protocol, which has been broadly adopted for user-authorized exchanges across sites.