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'Login with Amazon' tackles multiple passwords

Amazon has launched a feature that alleviates that stresses of trying to remember the different passwords you use for different online retailers..

Dubbed Login with Amazon, the new service allows Amazon customers to securely log into participating apps, games, and websites with just one code.

Many Internet users must routinely remember five or more unique passwords - wisely, ITProPortal may add - according to a 2012 Harris Interactive study cited by Amazon. Now, those users can sign in using their Amazon account info.

"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," Michael Carr, vice president of Amazon's eCommerce Services, said in a statement.

Early adopters Zappos and Woot — both Amazon subsidiaries — saw significant customer adoption with the new service, the company said. Apparel retailer Zappos said 40 per cent of new customers opted to sign in with their Amazon credentials. Woot, meanwhile, found that new customers chose Login with Amazon twice as often as any other social login option.

"Amazon customers now have a hassle-free way to quickly and securely sign-in to apps, games and websites, without having to remember yet another password," Carr said.

The single sign-on feature is available to developers of apps, games and websites for free, and offers quick turnaround from registration to launch. Amazon Web Services's Jeff Wierer walks developers through the process of setting up Login with Amazon in an AWS blog post.

Software Development Kits are available for the Web, as well as iOS and Android apps.

Google launched a similar feature in February with Google+ Sign-In, which lets users sign into third-party apps using their Google+ credentials. With Facebook Connect, websites can also provide users with the option to sign in using Facebook log-in details.

For a closer look at Login with Amazon, check out the video above.