Leading e-tailer Amazon has released a new service that streamlines how customers transact with online merchants.

The Login and Pay with Amazon solution allows participating companies to empower their customers to make payments using their Amazon account information.

Amazon has 215 million active customer accounts, with shoppers often citing the quick and convenient payment options it provides, and this latest move will allow other businesses to benefit from the service.

One company that offers Amazon Payments to its customers is in-flight connectivity solutions provider Gogo. Ash ElDifrawi, chief commercial officer at the business, said that its Amazon Payments consumer adoption rates have exceeded expectations and he is confident of improved results once it offers Login and Pay with Amazon later this year.

"We know that Amazon buyers are highly satisfied with their payment experience on Amazon," he explained. "We also know through our research that Gogo users want alternative methods of payment. By offering Amazon Payments, we are providing Amazon customers an easy way to pay for internet access on Gogo."

Various research studies have indicated that buyers want to save purchase preferences when shopping online, but do not want to register on a website. These are some of the reasons behind the launch of Login and Pay with Amazon.

The e-tailer says the service helps replace guest checkouts with recognised customers, which it argues could lead to more intelligent data capture. Improved services could include managing and tracking orders, purchase history detail, special discounts, instant access to shipping addresses and payment methods.

Login and Pay with Amazon has been designed to work seamlessly on tablet, mobile, and desktop devices. Developers can implement the system with existing websites, using a set of widgets and APIs to embed on the site and integrate with back-end systems.

Watch a short video of Login and Pay with Amazon in action.