Amazon is enabling website owners to integrate its Login and Pay checkout API so customers can quickly use their existing online account to pay for goods and services.
This means shoppers do not have to create different accounts for each online store they buy from – a key reason for people dropping off during the purchase journey, particularly on mobile.
For a small fee, merchants will be able to offer Amazon services like managing and tracking orders, viewing purchase history, personalised discounts and instant access to shipping information and payment methods. Payments and payee details are protected in the same way as they are on Amazon.com.
The API will no doubt also help Amazon grow its existing 215m audience – as the merchants are encouraged to get users to sign up so they can use the 'two-click' system. The APIs are currently only on offer to US companies.
