By Aimee Chanthadavong

Amazon has launched ‘Login and Pay with Amazon’, a new service that will allow customers to making transactions with online merchants while using their existing Amazon account.

Based on research from Comscore, buyers want the advantage of creating an account to save purchase preferences when shopping online. At the same time, a majority (86 per cent) are bothered by the hassle of registering on a website, research from Blue Research found.

According to Amazon Payments vice president Tom Taylor, Login and Pay with Amazon has been designed create a frictionless online payment option while allow merchants to create long term relationships with customers.

“Amazon has more than 215 million active customer accounts,” he said.

“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.”

Login and Pay with Amazon will work seamlessly on tablet, mobile, and desktop devices.