Amazon continues to expand its reach way beyond eBooks and Kindles. Today, the giant online retailer has launched a new seamless payment system called "Login and Pay with Amazon." The concept is simple. Users simply need to login to their Amazon account via Login and Pay with Amazon. which is available on participating websites.
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Amazon claims that this feature will enable customers to "go from browsing to buying" in a few clicks using their Amazon account. Of course, the feature also means that Amazon is trying to undercut other online payment merchants like PayPal, while earning more sales in the process.
"Login and Pay with Amazon" offers a frictionless online payment solution for online shoppers who have no time registering on websites. Just find the feature on a website, enter your credentials, and you're presumably good to go. The feature can reportedly recognize customers, helping business manage and track orders, history, discounts, and etc.
Amazon says that the solution is also available on mobile devices. As for security, Amazon uses OAuth 2.0 protocol to mediate online transactions. Interested website owners and developers can start using the feature by using Amazon's widgets and APIs.