Amazon is touting the introduction of Login with Amazon, a new application programming interface that developers can integrate with their iOS and Android applications to help users save time.
In a nutshell, the new service will enable Amazon customers to securely and simply login to apps, games, and websites quickly and with "less friction."
According to a 2012 Harris Interactive study, over half of all American Internet users have five or more unique passwords to remember. Login with Amazon reduces sign-in friction by eliminating the need for users to create an account and password, and instead allows them to sign-in using their existing Amazon account information.
Today's announcement confirmed that the service is based on the OAuth 2.0 authorization framework, allowing developers to leverage a widely-adopted open protocol.
"Login with Amazon is the latest offering in an array of services that make Amazon the most complete end-to-end ecosystem for developers building, monetizing and marketing their apps and games," Amazon said in today's announcement.
To learn more about Login with Amazon, check out the video below.
Source: Login with Amazon