Amazon presents “Login and Pay” for frictionless online payments.

A new facility launched by Amazon will allow customers to use their amazon accounts for shopping with participating merchants.

With “Login and Pay” customers can do exactly that, using their amazon login details at any participating site. Customers will be recognized as amazon account holders and will not be required to re-enter their credit details and other already logged information.

According to Amazon, the service will help merchants to form long standing relationships with more customers and to give better services like managing and tracking orders, purchase history details, special discounts, and most importantly, instant access to shipping addresses and payment methods.

Merchants will also get low pricing for payment services and fraud protection at no extra cost. And from a security perspective, credit card information is not shared by Amazon with merchants, which protects end-users and covers some bases for PCI compliance on the part of the online merchant.

“So far, the consumer adoption rates that we’ve been seeing with Amazon Payments have exceeded our expectations and we’re excited to see the results once we start offering our customers the bundled solution of Login and Pay with Amazon towards the end of this year,” said Ash ElDifrawi, Gogo’s chief commercial officer.