Amazon Launches Its Own Login Service

Taking a page from Paypal and many others, Amazon (NASDAQ:AMZN) on Wednesday (May 29) launched its own login service, offering its integration to rival e-tailers who want to attract some of Amazon's 200 million active shoppers. Login with Amazon is also being positioned for games and other types of content.

"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," Amazon Vice President for E-Commerce Services Michael Carr said. "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."

It's certainly true—as Amazon said—that many consumers are burdened remembering many passwords (or weakening their security by using the same password with many sites), but whether they'll want to use their Amazon credentials everywhere is another issue. If they sour on Amazon, they'd have to change all of their passwords.

More to the point, though, will a large of e-tailers feel comfortable letting its customers sign in with the credentials of a direct rival? Will they want to have Amazon's logo on their site, constantly reminding their customers of Amazon being an alternative place to give your money.

Amazon said customers can choose to share certain attributes of their account profile with apps, games, and websites by using their Amazon login, a feature that sounds similar to the sharing options available using the login offered by Facebook Inc. (FB) that can be used on a variety of websites, the Wall Street Journal reported. Facebook also offers a login for Android and for iOS apps in addition to one for the Web.

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