Amazon launch “Login with Amazon”
I can sign into many sites with Facebook, Google, OpenID, Twitter, Apple ID, Disqus etc… but today there’s a new universal sign in option – I can Login with Amazon.
It’s already live with Zappos and Woot both of which are Amazon companies. Zappos saw 40% of its new customers choose to sign-in to Zappos.com with an Amazon account. Woot found that new customers picked Login with Amazon twice as often as any other social login on their site, and those customers had the highest rate of order conversion.
As you’d expect Amazon have provided all the tools that developers will need with SDKs for the Web, Android and Apple IOS. The big question is do we need yet another universal log in?
The problem is that there are already so many competing solutions. Even on Zappos I have the option to Checkout with PayPal before I get to the log in screen where I’m offered the option to Login with Amazon.
Will you consider adding Login with Amazon to your website, does it add anything that for instance Facebook connect doesn’t and let’s not forget that Facebook adds a social sharing dimension to your site which Amazon doesn’t.
Perhaps one day there will be one universal standard login or of course I could resort to a password management app instead.
The one obvious problem I can see is that we are constantly being told we should use different passwords on different sites for security reasons, so if you use the amazon one on every site and they get hacked you will have to change numerous other site passwords. If you can remember which sites you use the amazon one on of course.
That isn’t how it works though. It is an authentication mechanism. The site never gets a password from you or Amazon. So if Amazon got hacked and required a password change you wouldn’t change it on the site where you used Amazon Login. You’d just change your Amazon password. The downside is that the hackers would have access to your Amazon Login account so could authenticate as you on any site that uses it whether you’ve ever used them there or not.
We take the view that keeping Amazon at arms length from your website(s) and online business activities is a wise move unless required for profitable activity (e.g. amazon checkout).
The benefits of this appear minimal to online sellers but we might have missed something of value.
If you want to control your various logins as a user then the various online password managers offer a good choice of solutions (e.g. LastPass).