Dive Summary:

• Amazon.com has begun a new service enabling its customers to log in to online merchant sites without needing multiple passwords to do so, according to sources.
• The program is specifically designed to reduce ‘sign-in friction’ with online consumers, hopefully producing a boost in sales.
• “Login with Amazon enables app developers and website owners to leverage Amazon’s trusted sign-in solution, allowing them to focus on providing a great experience for their customers,” said Michael Carr, Amazon VP of e-commerce services.

From the article:

Amazon is making the sign-in solution available free to developers of apps, games and websites. Developers can typically go from registration to launch in a matter of hours. It is based on the OAuth 2.0 authorization framework, allowing developers to leverage a widely adopted open protocol. ...