Amazon is announcing today the roll out of a new service called “Login with Amazon” t0 allow developers to easily offer an Amazon sign-in option in their apps, games, and websites. Amazon says in a trial with Zappos.com customers chose to sign in using the Login with Amazon service about 40 percent of the time, while a trial with Woot found customers using Amazon sign in “had the highest rate of order conversion”:

“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,” said Michael Carr, Amazon Vice President, eCommerce Services. “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.”

Amazon is making the service available free of charge to devs and has SDKs for both Android and iOS available to download through its new login.amazon.com website.