Amazon has released a service that will let consumers browsing other e-commerce websites pay using their Amazon account information. The service, Login and Pay with Amazon, was rolled out during this week's Money2020 conference in Las Vegas.

"Amazon has more than 215 million active customer accounts," Tom Taylor, vice president, Amazon Payments, said in a news release. "Login and Pay with Amazon enables companies to make millions of our customers their customers by inviting online shoppers with Amazon credentials to access their account information safely and securely with a single login."

In announcing the service, Amazon cited various industry statistics showing that customers want a personalized online shopping experience but are typically bothered by the hassle of registering on a website. As a result, the company said, shoppers increasingly choose sites that offer frictionless online payment options to take advantage of stored information.

That prompted the company to roll out a solution where buyers can both login and pay on any participating site using their Amazon credentials, which it said allows online merchants to create long-term relationships with more customers. Login and Pay with Amazon is meant to replace guest checkouts with recognized customers, the company said, leading to improved services that could include managing and tracking orders, purchase history detail, special discounts, instant access to shipping addresses and payment methods.

"So far, the consumer adoption rates that we've been seeing with Amazon Payments have exceeded our expectations, and we're excited to see the results once we start offering our customers the bundled solution of Login and Pay with Amazon toward the end of this year." Ash ElDifrawi, chief commercial officer of in-flight Internet provider Gogo, said in a news release. "We know that Amazon buyers are highly satisfied with their payment experience on Amazon. We also know through our research that Gogo users want alternative methods of payment. By offering Amazon Payments, we are providing Amazon customers an easy way to pay for Internet access on Gogo."

Login and Pay with Amazon works on tablet, mobile and desktop devices, Amazon said, providing online merchants simple, low pricing for payment services and fraud protection from Amazon at no extra fee. Amazon said it does not share customer credit card information, and purchases are covered by Amazon's A-to-z Guarantee, which offers buyers the same transaction protection they receive when purchasing products on Amazon.com.

Developers can implement Login and Pay with Amazon with existing websites using a set of widgets and APIs to embed on the site and integrate with back-end systems. Login and Pay with Amazon uses the OAuth 2.0 protocol, which has been broadly adopted for user-authorized exchanges across sites.

Learn more about mobile/digital wallets.