Amazon has opened up its login widget for app developers, mobile apps, individual websites and clients of Janrain to use. Janrain, a provider of user management solutions for the social web, announced the integration today (Thursday).

Online retailers, consumer brands and others using the Janrain User Management Platform (JUMP) can now make it fast and easy for customers to register, sign in and check-out using their existing Amazon account, turning guest checkout visitors into recognised customers with personalised shopping experiences.

Login with Amazon addresses cart abandonment, one of the biggest challenges facing online retailers. According to Forrester Research, 54 per cent of online consumers have abandoned their digital shopping carts without completing a transaction. Social login addresses this problem by making it quick and easy for consumers to complete transactions on their favorite websites.

Furthermore, according to research commissioned by Janrain, 65 per cent of consumers agreed they are more likely to return to a website that automatically welcomes them through social login and 60 per cent agree that companies offering social login are more up-to-date and innovative than companies that don’t, driving even more value to companies that offer social login.

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