The Early Bird: Amazon’s New “Login and Pay” Service Will Change the Way You Shop

We’ve all been guilty of it: scoping out that buttery new leather jacket for fall, or those Chelsea booties that you’d have to down a couple month’s rent on. It’s been about a week, and you’ve finally decided to do it: you’ve put that evasive item in your cart. You don’t check out just yet — you’re getting paid in a few days, and you still have to buy cat food and Windex (priorities!). A couple of days go by, then a week. Eventually, you forget that you ever had anything in your cart to begin with, and the item just sits there, sending you e-mail reminders every so often. Regardless, that moment is gone, and your interest wandered elsewhere.

Sound like a familiar situation? That’s because it’s something we do all the time: drop something off in our cart, forget about it, and then never purchase it even though all it takes is a few clicks to do so. Amazon plans to solve that problem. Just think about how easy it is to shop on the e-retail behemoth’s site: your payment information is stored, so all it takes is a click to purchase. No need to manually re-enter your credit card or your address: it’s already there. “Login and Pay” is a service launched in the USA last year, but was just unveiled to the European market. What it does is simplify the act of purchasing goodies not just on Amazon, but on other sites, too.

It’s simple, really: say you want to buy a top from AllSaints. Instead of having to enter all your information into AllSaints’ system, you can just click a nifty little button that allows you to pay through Amazon (and therefore, letting you get away with not having to enter your details for the umpteenth time). Amazon takes a cut of the sale (duh), and you are left with more time and a new addition to your fall wardrobe.

Let’s throw some stats in the mix, provided by Annemarie Jung, Amazon’s director of external payments for Europe: roughly 67% of online shoppers abandon their carts prior to checkout. Admit it — you are probably one of them. For fashion retailers, that stat goes up even higher: 73%. As for AllSaints, the work that the retailer did with the brand has shown some seriously positive results: checkout time has decreased by one minute and 10 seconds (as opposed to when customers had to manually enter all their info) and AllSaints’ online conversion rate increased by 34 %.

Overall, we’re excited to see this play out for more brands in the future. Are you? Let us know in the comments below!

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