Dive Brief:
- Amazon.com launched its new "Login and Pay with Amazon" service Tuesday, allowing shoppers to use Amazon accounts for payments on other sites.
- The move challenges eBay's PayPal, which has long been a leader in the online payment space.
- The service will also offer participating merchants more info about their customers who use the "Login and Pay" option.
Dive Insight:
Amazon.com and PayPal are fighting it out on more that one front right now, as evidenced by this launch, as well as PayPal's new free shipping partnerships, which could become a threat to Amazon Prime. Amazon has explored this payment service territory before with its Checkout offering. Many retailers balked at sharing their info with the mega-e-retailer then, but "Login and Pay" looks like it will offer partners a little more to entice them.