Amazon Debuts 'Login and Pay' Service to Compete With eBay

This week, Amazon announced a new service called "Login and Pay" that directly competes with PayPal. For the 215 million Amazon users worldwide, there's no question that this capability will make it significantly easier to purchase products on sites that feature the new service from Amazon Payments.

While logging into sites using your Amazon credentials isn't new, AllThingsD explains that this will be the first time you can both login and use the credit card information that's stored in your Amazon account to complete a purchase.

For shoppers, 'Login and Pay' promises safer and speedier checkouts and a way to eliminate the hassle of multiple accounts when shopping online. From the company's website:

We want you to buy with confidence anytime you make a purchase on the website or use Amazon Payments; that's why we guarantee purchases from third-party sellers when payment is made via the website or when you use Amazon Payments for qualified purchases on third-party websites. The condition of the item you buy and its timely delivery are guaranteed under the Amazon A-to-z Guarantee. The Amazon A-to-z Guarantee will also reimburse you if you do not receive an agreed upon refund from a third-party seller or if a third-party seller charged an amount greater than the amount you authorized for your purchase.

Amazon has published a list of featured merchants using Amazon Payments. Currently some of the better-known retailers include Brookstone, Petco, Linens-N-Things, Ace Hardware, and flash-sale site The Clymb. However the largest retailers and Amazon's biggest competitors are notably absent.

Interested in testing this out for myself, I logged into The Clymb (a site I've shopped with before), to see if 'Login and Pay' made my experience any easier.

I selected a Columbia Women's Technical jacket from one of the daily sales and added a size medium to my cart. From the next screen, I clicked on the "Checkout Now" button. From there, I had three options: "Checkout with Saved Information," "Checkout with New Billing & Shipping Information" and "Checkout with Amazon."

I've moved apartments since my last purchase and didn't really want to take the time to update my billing info or add a new card with shipping and billing addresses. So I selected Checkout with Amazon, and a yellow "Pay with Amazon" button appeared. I signed into my Amazon account which defaulted to my primary shipping address and credit card. Then, I placed the order with one more click.

Now that I'm aware of the new service from Amazon Payments, I'd likely never take the time to enter or update my billing and shipping info on a site where it's available. But, will I actually get to use this option often? Depends on whether the service is adopted by a larger set of e-commerce sites.