Amazon launches Login and Pay in Europe

Amazon (NASDAQ:AMZN) launched its Login and Pay system in the U.K. and Germany. The payment tool, which helps streamline the checkout process, was launched in the United States last October.

Login and Pay helps Amazon shoppers to make purchases from non-Amazon sites by allowing them to use their Amazon account information to complete a transaction, reported Women's Wear Daily. This eliminates the need for shoppers to register and enter their personal information every time they buy something from a different online retailer. The service is optimized to work across desktops, tablets and smartphones.

Retailers who are partners in the Login and Pay system in the United States include AllSaints, Guess, Giorgio Armani and Gogo. In the U.K., retailers include AllSaints,, Moss Bros.,, Overclockers UK, FulhamBrassOnline and Paddock Spares. Engelhorn, Babyartikel, Moebelisten, Klimaworld and Hirschel-Cosmetic use the payment platform throughout Germany.

"In the States, some retailers have seen as much as three times growth on new accounts since introducing Login and Pay," Annemarie Jung, Amazon's director of external payments, Europe, told Women's Wear Daily. As many as 60 percent of customers registered on participating retailers' websites. 

AllSaints reported that since using Login and Pay, their checkout times have been reduced by about one minute and 10 seconds. And within one month of adoption, 24 percent of online purchases were made using this payment process. In addition, conversion rates increased by 34 percent in the United States and average online orders in the U.K. were 15 percent higher.

Amazon's announcement comes on the heels of Apple's (NASDAQ:APPL) launch of their new mobile wallet. Apple Pay, now available on the iPhone 6, is another platform, like Login and Pay and eBay's (NASDAQ:EBAY) PayPal, that endeavors to streamline the payment process for shoppers.

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