Amazon launched a new service called ‘Login with Amazon’ that lets its 200 million active customers sign-in to apps, games and websites created by third-party developers using their existing account details. It is, in other words, the same feature already offered by Facebook via Facebook Login and Google as part of its Google+ social network. Amazon says it has seen “significant customer adoption” while trialing the service with Zappos and Woot – both Amazon subsidiaries. Zappos saw 40 percent of its new customers choose to register or sign-in using an Amazon account. Woot, meanwhile, says new customers picked Login with Amazon “two times more often than any other social login on their site” and that these users were also most likely to place an order through the service. Developers can integrate Login with Amazon into their apps, games or websites for free.