Amazon today introduced its ‘Login and Pay with Amazon‘ service in Europe. The tool allows businesses to update their websites with an Amazon login option, which customers can then choose to quickly pay using the details they have stored with the e-commerce giant.
The service is designed to reduce friction in the checkout process, similar to how Facebook and Google offer developers their own platforms as a sign-in method for third-party apps and websites. Rather than punching in long-winded personal details – in Amazon’s instance, credit or debit card information – customers can click once and have everything submitted instantly.
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Of course, this is also a business opportunity for Amazon. In addition to raising brand awareness, the company takes a 1.9 percent cut of each transaction, as well as a standard fee of €0.35 or less. (In the UK, however, the rates have been set at 3.4 percent and £0.20 pence or less.) Otherwise, there are no fees for monthly use, setup, cancellation, refunds or fraud protection.
Amazon originally unveiled the service for US merchants back in October 2013. It’s been a long time coming, that’s for sure.
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