How to Optimize your Amazon Pay Button

This guide will walk you through the "golden rules" of maximizing sales and increasing conversion using your new Amazon Pay button.


Rule #1: Know your customer from the start

The sooner you can recognize your customers, the more likely you are to close the sale. Whether it’s because you want to deliver a more personalized shopping experience or drive ongoing engagement—it’s important for shoppers to sign in.

Yet signing in isn’t always easy, even for returning customers. Forgotten passwords and the subsequent password reset process can cause double-digit abandonment rates among existing account users.1

By logging in with their Amazon credentials, shoppers don’t need to set up a new account, or remember yet another username and password. Customers will already be authenticated when they check out, providing you with their name and verified email address for merchant follow up. This can help increase the reach of your customer acquisition and retention

Rule #2: Emphasize the simplest path through points of friction

Some of the worst friction can happen when a customer needs to create an account, remember a username and password, or type billing, shipping and payment information into multiple form fields. 

Amazon Pay can help remove these obstacles and enhance the experience throughout the shopping journey. During check-out, Amazon Pay can help customers feel recognized more immediately. From the mini cart to the checkout page—wherever checkout happens—Amazon Pay can enable shoppers to purchase easily by simply confirming information already available in their Amazon account. 

By making the simplest option stand out and easier to select, you can help customers move through these points of friction with greater ease. When customers are faced with choices, help make their decisions easier by applying design techniques that ultimately keep momentum and focus towards completing the task at hand – purchasing.

Rule #3: Simplify the mobile shopping experiences

Industry research shows that in 2016, holiday shopping amounted to just over $24 billion in mobile transactions. Despite huge volumes of transactions happening on mobile, conversion rates in November were less than half of those on desktop.2

While mobile devices are quickly becoming consumers' primary computing device3

Users are already spending considerable time shopping on mobile, but making relatively few purchases.

Here are a few tips to help capture more revenue on mobile:

  • Use a responsive design that adapts to any screen size making buttons, navigation and pinch-and-zoom features easy to use. 

  • Get rid of distractions and emphasize primary calls to action such as “Add to cart” and “Proceed to checkout.”

  • Make sign-in and checkout easier by ensuring Amazon Pay is reliably available across connected shopping experiences.

About the Author

Amazon Pay

Amazon Pay makes it simple for hundreds of millions of customers around the globe to check in and check out using information already stored in their Amazon account. The customer experience is familiar and trusted. In just a few taps, shoppers can complete a transaction without leaving your site. You maintain branding and the ongoing customer relationship. Integrate the payment solution that is built on years of Amazon e-commerce innovation and trusted by merchants and buyers alike.

1For returning users, overly strict password requirements can lead to an 18% abandonment rate,” Baymard Institute, October

2Mobile web traffic dipped on Black Friday? ‘App’-solutely, Internet Retailer, December

3Mobile Fact Sheet: Smartphone dependency over time, Pew Research Center, January 2017

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