Amazon has launched its "Login and Pay with Amazon" service in Europe: customers can use their Amazon information to checkout at other web shops, which reduces the need to fill in their information all the time.
Amazon's service was designed to make it easier to shop online more often. Consumers will not have to enter their information that often, which should lower the barrier to shop online.
The service was introduced into the United States in October 2013 and has now moved to Europe. It is comparable to Twitter and Facebook services that also allow you to use the same information at other websites and apps.
It also has its benefits for Amazon: it gets 1.9 % of the total amount of an online order and it also charges 0.35 cents per transaction.