Amazon on Wednesday launched an effort called Login with Amazon, which is designed to allow people to use their e-commerce identity as their primary Internet identity.
The move puts Amazon in competition with efforts by Twitter and Facebook to use their social identities as a log-in vehicle for other sites.
Amazon's new service allow 200 million customers to log in to apps, games and sites. Amazon plugs its log in service as a way to "reduce sign-in friction."
For starters, Login with Amazon will work with Zappos and Woot, which are subsidiaries of the e-commerce giants. Developers are likely to include Amazon's identity system, which is based on OAuth 2.0, because the company has a big audience of users.
The login system behaves like Facebook's. Amazon's service will work on the Web, Android and Apple's iOS.
What's interesting about Amazon's move is that it's putting a commerce-based identity against a consumer's social registration. The big question is whether consumers will use Amazon's login system over Facebook, Google or Twitter and in what circumstances.
Overall, consumers are likely to mix and match, but don't be surprised if Amazon grabs a chunk of the login pie.