Amazon launches Login service to simplify user access to apps, games

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Amazon (NASDAQ:AMZN) introduced Login with Amazon, a new service enabling its 200 million-plus active customers to efficiently and securely sign in to applications, games and websites. According to Amazon, the service will enable its developer partners to slash consumer sign-in friction, in turn driving engagement and purchase conversion.

Login with Amazon allows customers to sign in to digital media using their existing Amazon account information instead of creating a new account or password, also giving them controls to share certain attributes of their account profile. The service is based on the OAuth 2.0 authorization framework, allowing developers to leverage widely adopted open protocols. Login with Amazon is available at no charge to all Amazon partners: The online retail giant states developers can typically go from registration to launch in a matter of hours. For more information, including code samples and SDKs for iOS and Android, click here.

During Login with Amazon trials, subsidiaries Zappos and Woot both experienced significant customer adoption. Zappos reports that 40 percent of its new customers choose to sign-in to Zappos.com with an Amazon account, while Woot says that new customers selected Login with Amazon twice as often as any other social login on its site, adding that those customers drove the highest rate of order conversion.

Login with Amazon mirrors efforts like Facebook (NASDAQ:FB) Login, which allows developers to bake the social networking giant's login system into their apps and games to speed up the registration process. Earlier this year, Google (NASDAQ:GOOG) introduced Google+ Sign-In, which leverages the company's social media platform to enable consumers to connect user profiles with third-party apps written for the Android mobile operating system, Apple's (NASDAQ:AAPL) rival iOS or the Web. Signing in with Google+ credentials enables consumers to review app permissions before sharing information, content, achievements and calls to action like "listen," "RSVP" and "check-in." All activities are visible exclusively to the Google+ circles that users specify (if any), reducing social spam.  

Login with Amazon follows on the heels of Engagement Reports, a free, zero-integration service promising Amazon Appstore for Android developer partners expanded insight into application usage and performance. Engagement Reports--available via the Reporting tab within Amazon Appstore's Mobile App Distribution Portal--include information on daily and monthly active devices, daily installs and uninstalls, total daily sessions and average sessions per device, average revenue per device, average revenue per paid user for in-app items and retention.

Amazon Appstore for Android opened to U.S. consumers in March 2011 and has since rolled out to close to 200 international markets including the U.K., Germany, France, Italy, Spain, Japan and China. The storefront promises a user experience rooted in the company's e-commerce and marketing expertise, highlighted by a series of automated marketing features extending Amazon's signature product recommendation engine to mobile software merchandising and a Bestsellers section to further improve consumer discovery. Amazon has also introduced features like GameCircle, which supports Android multiplayer experiences like Achievements and Leaderboards.

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