Amazonpay Golden Rules

Maximize the Amazon Pay Button

Amazon Pay makes your customers' checkout experience smooth and quick. Add these practices to your strategy for an increase in conversion and further simplify the checkout process. 

Enable Amazon Pay

Implement the rules to live by when optimizing your Amazon Pay button

Research shows that two out of three shoppers (more than 68%) abandon their online
shopping cart at checkout. Two of the most commonly cited reasons for this cart
abandonment are the need to create an account and a long, complicated checkout process.

Rule #1 

Know your customer from the beginning by allowing your customers to sign-in with their Amazon credentials

Rule #2: 

Emphasize the simplest path through points of friction. Create the quickest path to completing a purchase is also the most obvious 

Rule #3: 

Simplify the mobile shopping experiences by making mobile checkout simple and easy 

Rule #1: Know your customer from the start

Allow your customers to sign-in with their Amazon credentials to ease sign-in headaches 

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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.⁴

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. 

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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.

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Rule #3: Simplify mobile shopping

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.⁵

While mobile devices are quickly becoming consumers' primary computing device⁶, 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:

Create ease of use

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

Decrease distractions

  • Get rid of distractions and emphasize primary calls to action such as "Add to cart" and "Proceed to Checkout." 

Ensure connectivity to Amazon Pay

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

Enable Amazon Pay and apply these practices to your mobile wallet strategy for an optimized checkout experience.

Enable Amazon Pay

1Survey of existing Amazon Payments merchants, December 2014
2Amazon Payments merchant, AllSaints
3Amazon Payments merchant, Ting

5Mobile web traffic dipped on Black Friday? ‘App’-solutely, Internet Retailer, December 2016
⁶Mobile Fact Sheet: Smartphone dependency over time, Pew Research Center, January 2017

Amazon Payments and the Amazon Payments logo are trademarks of, Inc. or its affiliates.

Payment Processing is provided by Amazon Payments, Inc. For more information on Amazon Payment, Inc.’s money transmission licenses, click here.